Tag Archives: advertising

Diversity: Brands Embrace Hijabs

Macy’s recently made history (or is it herstory?) as the first U.S. department store to sell hijabs for Muslim women. Fashion designer Lisa Vogl developed the modest active wear line for the store. The Verona Collection includes a selection of ready-to-wear items including tops, dresses, pants, cardigans, and hijabs in a variety of fabrics and colors. Items are priced between $12.95 and $84.95.

And, Macy’s is not the only company to carry modest clothing for Muslim women; designer Hana Tajima has several collections carried by international brand Uniqlo. Fashion brand Dolce & Gabbana has also debuted hijabs on the runway.

Nike has also gotten in the game. The company designed and sells a performance hijab for Muslim female athletes. American Olympian fencer Ibtihaj Muhammad made history by wearing a hijab at the 2016 Rio Olympics. The Nike Pro Hijab will be available soon and is priced at $35.00.

And, let’s not forget Mattel, a classic American brand that now has its first hijab-clad Barbie doll. It also honors Olympian Ibtihaj Muhammad. The doll is part of Barbie’s “Shero” line of toys that celebrate women breaking boundaries in sports and science. Also in the Shero line are athletes including Gabby Douglas and Chloe Kim, pioneers Amelia Earhart and Katherine Johnson, and artist Frida Kahlo.

It’s time for inclusivity.

Group Activities and Discussion Questions:

  1. Poll students: Are there market segments that are marginalized? How can these segments be included by brands to expand their reach and encourage diversity?
  2. Video of Macy’s: https://youtu.be/aWVB_bi8RQ0
  3. Video of Nike ad: https://youtu.be/T1Qyg8l-l8U
  4. Nike Pro Hijab Web site: https://www.nike.com/us/en_us/c/women/nike-pro-hijab
  5. Video Uniqlo: https://youtu.be/5xbLFJulZNo
  6. Mattel Sheroes Web site: https://barbie.mattel.com/en-us/about/role-models.html
  7. What other market segments could be represented with new lines of products?
  8. Divide students into teams and have each team develop a product for a different market segment.

Source:  Brandchannel.com. (7 February, 2018). Diversity watch: Brands making strides, slowly, on hijabs.

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World’s Safest Bike – By Toyota

Consumers expect cars to become safer every year. But what about bicycles? Shouldn’t those become safer as well? After all, bikes are more common than cars, and riders are a lot more vulnerable to accidents. An estimated 45,000 bikes are involved in accidents each year, and more than 1,000 bike riders die every year from these accidents. (While this is a not as many as the more than 37,000 people who are killed in automobile accidents each year, it is an alarming number that deserves attention of all bike riders and corporations.)

Toyota shares the concerns of bike riders and is using the new safety features from the Toyota Camry to help provide riders with safer cycles. In a partnership New York-based Priority Bicycles, Toyota helped to create a prototype bike that includes sensors to detect objects and alert riders to danger through a multi-colored light panel. Using more than 500 feet of cables, along with Lidar sensors connected to a display on the handlebars, the bike alerts the rider to activity in front, behind, or to the side of the bike. When a dangerous situation occurs, the lights turn red; yellow is cautious; green is safe. The headlight on the bike also automatically moves up and down as the bike pace changes, increasing visibility farther out as speed increases.

The best part – a button on the bike blasts out the sound of a Camry car horn to announce its presence!

Group Activities and Discussion Questions:

  1. Poll students: How many ride bikes routinely? Who has been injured by a car while riding their bike?
  2. Show a video of the bike: https://youtu.be/TQ-0zoSmyMs
  3. Priority Bikes’ Web site: https://www.prioritybicycles.com/
  4. Discuss the various promotional tactics that can be used for launching a product.
  5. Have students come up with tactics and list all the tactics on the white board (ex: billboards, print, direct mail, etc.).
  6. Divide students into groups to work on this exercise.
  7. Have each develop an innovative tactic that could be used to promote car safety features.

Source:  Beltrone, G. (5 April, 2018). How to promote Toyota Camry’s new safety features? Build the world’s safest bike. Ad Week.

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Outdoor Ads and Serena Williams

Serena Williams is one of the world’s greatest tennis players of all time. And, as a new mother, her husband and baby girl have proclaimed that she is also the “greatest momma of all time!” (G.M.O.A.T) They made the announcement in a very public way, too – giant billboards!

Using a series of four billboards outside Palm Springs, Calif., the billboards coincided with William’s return to competitive tennis as she competes in her first professional match since giving birth. While the billboards were charming and included photos of baby Olympia, the billboards also lend weight to one of Alexis Ohanian’s (William’s husband) business holdings. Ohanian used an outdoor advertising company named AdQuick to design and place the ads; he has a financial stake in the company.

It’s a lovely, and clever, play as AdQuick brings online tools to outdoor advertising to make the process of buying and measuring easier and more transparent. The company aims to solve two problems with outdoor advertising – getting billboards designed is usually a slow, low-tech process and it can be difficult to measure the impact of billboard campaigns.

Group Activities and Discussion Questions:

  1. Discuss the various promotional tactics that can be used for launching a product.
  2. Have students come up with tactics and list all the tactics on the white board (ex: billboards, print, direct mail, etc.).
  3. Discuss the use of billboards and other outdoor advertising.
  4. Divide students into groups to work on this exercise.
  5. For a product of their choosing, have each team develop a creative billboard. Make sure they define the target market, key message, and billboard location.
  6. Note: Look up creative billboards online and show several in class to spark ideas. Many ideas can be found by doing a Google image search for “creative billboards.”

Source:  Nudd, T. (27 February, 2018). Those cute ads with Serena Williams and her baby are also ads for the billboard company. Ad Week.

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