I do not watch much TV, but I am exposed to ads constantly, especially in my email. Admittedly, I did sign up for some of these emails, or bought things from websites that now send me emails. I find that their subjects and their advertising emails are my favorites because I find that they really drew me in. This is usually always the case, but I have found that ever since COVID-19 has caused me to social distance this has been the case so much more. I think that this not only has to do with the fact that I am very bored, but also the fact that the brands are using this opportunity to sell their lounge wear, cute but comfy clothes to work from home in, and accessories for staying at home. The ad that I am using for this blog post is an email that I received from Free People last week that was entitled “WFH- ready, but still comfy”. This email instantly drew me in because I thought that I needed things that were comfy yet were not sweatpants and sweatshirts. Obviously, I do not need these clothes, but I definitely did online shop.
This is exactly what our readings discussed, especially in regard to the “four tricks of advertising” discussed in Teays’s article (481). In this ad step 1 shame is that I have supposedly nothing to wear that is comfortable yet also appropriate for work. Steps 2 and 3 optimism and solution are that the problem can be solved by all of the clothing items that they are showing in this particular email, various cute tops that seem to be comfortable, by the body language of the models. Step 4 in this email is the fact that they use language like “more shirts for your video calls under $50” to show that it is worth the money to purchase these tops. I think that it is so interesting how so many clothing brands like Free People are taking the pandemic and using it as a marketing ploy to sell people more clothes even though nobody is interacting with one another in person. I think that this shows a lot of creativity on their part, and at the same time really enticing people like me to actually buy these clothes from these emails.
I think you brought up some really interesting points that demonstrate how companies have had to adapt their marketing campaigns to fit the evolving needs of their customers amongst this pandemic. I think the companies that will do well are the ones that figure out early on what relevant things they can offer their customers. I also like their use of comic relief through their quote “because they can only see your top half” to shed light amongst what everyone is going through.
I think that this is an important turn of events to point out. As the world is struck by a pandemic, clever advertising strategy can keep these companies afloat by pushing the products that they think will bring comfort to people as they are homebound. I have definitely also been receiving these emails, particularly from clothing companies. And they work. Even if I do not buy anything from them, I found myself browsing their store on lines, adding things to my “favorites.”
I’ve also been paying way more attention to the ads I get through email and my social networking apps now that I’m at home social distancing. It’s really interesting to see the ways the companies are adapting their strategy to provide solutions to the problems people are now facing working from home, like wanting comfortable clothes or filling other gaps.
I think you bring up a lot of interesting points. I agree with you that companies are using this current situation with social distancing to promote things that we may need at home. It really shows us the power of advertising and the strategy that goes into it.
I have also had numerous ads for free people and other clothing brands come up and advertise for “comfy clothes” recently, which makes me think of the advantage this pandemic can bring on for these companies, but it can also be frowned upon by some people because yes, this is a pandemic. However, because all of their physical stores had to close, it makes sense that these brands are searching for ways to do as much business as possible during COVID-19.