Wicked Clothes is the company I chose to write about for this topic. It's a company that sells alternative style tshirts online. Their value proposition is that you're not really gonna find shirts like this anywhere else.
I've purchased two of their tshirts, and I LOVE them. So soft, fit well and the subject matter is so unique. After you purchase a shirt from Wicked Clothes, they email and ask you to share a pic of yourself in the shirt on social media. A lot of people do so, and I've found most people commenting are either tagging their friends to share with them or people are saying that they want to buy the shirts.
The idea of having real customers model the shirts they've purchased is great marketing and advertising in my opinion. Who better to tell the story of the brand than the people who are supporting it with their buying power?
I think the main challenge facing the brand is that they do not currently have brick and mortar stores for people to shop in and try on their clothing. In reading through Wicked Clothes' Instagram, another issue they have is keeping their clothing in stock, as it sells out quickly (especially in larger sizes).
If I were the brand manager, I'd be more responsive to social media comments and questions. Interacting with the customer means more than just asking for free advertising in the form of the amateur modeling photos of their fan base. I really enjoy Wicked's tshirts and I think their quality is fantastic, but their online presence could definitely be enhanced by regularly having conversations with customers.
"P&G rethinks advertising to make it more accessible" by Leonie Roderick addresses Proctor & Gamble's new shift in marketing to include more accommodations for their deaf and blind customers. In the last year, P&G has begun audio descriptions to ads which includes an audio narrative placed on top of content to give a description to the visually impaired audience. Although captioning has been available for many years, the company has just recently decided to alter advertising to help reach it's deaf customers and to give value to it's diverse consumer base.
The concern about creating these inclusive ads is cost and difficulty. Sam Latif, a special consultant of inclusive design for P&G, says that the cost and complexity of creating such ads are “not a challenge”. She suggests that brands that place themselves in the shoes of people with disabilities will be better equipped to market and advertise to all customers.
Roderick adds “One thing that has been well-received is the disability challenge. People from all levels can try and interact with products and advertising to see what it’s like when you’re blind or can’t hear. When you put people in that position, that’s how you create empathy and action – and you need both".
The value proposition in this new campaign is the fact that P&G will be able to reach more of their customers and fans of their products. People with vision or hearing disabilities will be able to receive better descriptions of company advertisements.
This article definitely made me consider the fact that marketing and advertising MUST be all-inclusive as far as the different abilities of your customers are concerned. Considering the challenges some consumers may face is extremely important if you want to make sure your product is available to everyone who may desire it.
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