Advertisers are always trying to find new ways of reaching their audience, but this may also mean finding a new demographic that has not always been targeted. Recently, many brands have produced goods and products that are made for the demographic of infants to 3 years old. By getting their logos and iconic characters exposed to babies, the companies are hoping to establish brand name preference.
For decades, licensed characters have always been on many food items, toys and clothing of infants and babies. But now, the marketing of branded goods has be increased as high end fashion brands are producing products for that demographic as well. Designers including Versace, Fendi, and Marc Jacobs have all recently released lines for kids, some even producing designer diapers.
Senior Vice President of the International Licensing Industry Merchandisers' Association Marty Brochstein said, "People like to dress up their kids and show off their kids. For that luxe brand itself...it's beginning the relationship with the child". Furthermore, Martin Lindstrom, author of the book "Brandwashed" said "Marketers are getting more and more desperate to generate sales, so we're slowly moving the ethical lines. When it comes to families, parents are much more influenced by the kids' and babies' preferences for brands".
What do you think? Are advertisers crossing the line into brainwashing?
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I don't think it is the designer's intention to brainwash, however I do believe they are trying to tap into a new market (infant apparel, accessories, etc.) due to the poor economy. There are not many people who regularly buy high-end fashion, but that small percentage who do are more likely to buy a wide range of products. (e.g. A mom who wears a Fendi coat will want to have matching baby bag when travelling with child)
ReplyDeleteIt may be pathetic, but if women buy into it there is no one to blame for foolish spending but themselves!
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