Unme Jeans Case

Question #1

In my opinion, from the readings, Foley should pursue her advertising campaign with Zwinktopia. The main reason behind this choice is that the target demographic is young teenage (to early 20s; 12 to 24 age group) girls who are fashion-conscious who would like to express/differentiate themselves through something more than plain, ordinary jeans. Furthermore, Zwinktopia is a virtual world designed for teens in which they could express themselves through different avatars and it also uses community involvement in which users have a chance to become a ‘real designer’ to design UnMe jeans which could potentially be sold on retail stores. It is also the least expensive alternative which adheres to one of Foley’s concerns of persuading the management to obtain funds. YouTube might not be not so good choice because it does not have much interaction going on. Remember, UnMe is a fashion company and simply showing UnMe jeans on Youtube users isn’t going to have much impact/impression of the product and does not really differentiate from any other ordinary jean brands (e.g. just ordinary jean ad from YouTube). The main importance with fashion business is that people want to try it – people want to see whether it would look nice on them and people want to mix and match different styles – and this is why Zwinktopia is effective – users can mix and match with different UnMe jean designs and try them on their avatars, which are virtual representation of ‘them’ before actually seeing it physically in-store. Facebook, similar to YouTube, does not have interactivity (or the framework itself cannot enable the level of interactivity that Zwinktopia offers). Research statistics show that Zwinky.com has about 2 million visitors from the United States each month. There are more females (65%) online than men.  And the site has many more young visitors (18 to 24) than any other age range – these facts clearly show that Zwinktopia might be the best alternative for Folely’s...