Archives par mot-clef : marketingtowomen

Lego and gender marketing: a strategy under construction


After several years of research on behavioral differences in boys and girls, in January 2012, the Lego brand launched a new range for girls; Lego Friends. How does this strategy work? What affinity has Lego established with girls since its origins? Let’s look back at the brand campaigns that marked great years for the brand.

Lego Friends: a new world for girls

« Heartlake City » is the name given to the imaginary city of toys created by Lego for girls. In this fun and colorful landscape, five friends do their favorite activities: decorating their homes, going to the hairdresser’s, preparing food, and working as vets or karate instructors…

Stephen Knapp, Marketing Director for Lego France explains how design varies in the range: « We interviewed girls and found that for them, the experience starts before the construction itself, they have different needs to boys. They want to make their own world, create models all by themselves (…). The figurines are slightly larger, closer to reality, still to construct, but designed to appeal to girls, who didn’t identify with the boy figurines. The figures are characters whose stories girls are invited to discover, their personalities, their worlds, and of course the friendship that brings them together. «  (2)

When advertisers are ideologues: the sad struggle of the housewife under 50 years old


Jean Allary

Since its establishment in the 60s, the concept of « the housewife under 50″ has always been a problem.

Firstly, the definition, of purchasing manager is statistically unclear: are you a housewife when you’re single? What about single men? And single-parent families? And students who return to their parents on weekends?

Particularly macho, if many women were actually inactive 50 years ago (29% of mothers with two children under sixteen years was working in 1968), making the household a metonymy of the home was not supporter of progress, challenges the arguments of the General:

« Let’s see what happens in a house: the housewife wants to have a vacuum cleaner, a refrigerator, a washing machine and, if possible, an automobile. That is the movement. At the same time, she does not want her husband to debauch, that the boys put their feet on the table, and that the girls do not come at night. That is the order! The housewife wants progress, but she does not want the mess. »

The marketing target « mothers/daughters »: opportunities and risks


Isabelle Decoopman and Elodie Gentina two Management Science Doctors and associated Professors with Skema business school, took an interest in the “clothes sharing” between mothers and daughters (2012). (1) This marketing phenomenon, revealing the importance of youth in Western society, raises many questions. How can brands benefit from this? What are the limits? Is it just a fleeting trend or it is going to last? The two researchers have precisely analyzed this behavior to create a measurement tool for businesses.

The praise of « youth culture »

« Looking young has become the dominant trend in adult clothing: back in the days, you had to show off honorific signs of your wealth, nowadays, we must look young, forever young, » said the philosopher and sociologist Gilles Lipovetsky in his latest book « The aestheticization of the world.  » (2)

The trend « mother-daughter » is part of the logic of trying to keep looking young, principally present in our society where the body has become a capital. Whatever the social life fields: Workplace, relationship, etc., men and women are subject to stiff competition and must capitalize on their appearance. Youth, synonymous with dynamism is particularly valued.

Femininity: a transmission

Beyond the cult of youth, the real underlying issue about “sharing clothes” between mother and daughter is the domination of femininity in the family. When a mother shares clothes with her teenage daughter, she enters a context of shared femininity. The teenager, a privileged target comparison for the mother is an action model that embodies femininity. The motivations are different if we take the point of view of the girl, the girl exchange clothes with her mother essentially for economic reasons (access to clothes at any cost) or because it is useful (enlarging wardrobe). Some girls play the clothing game exchanges with their mothers in order to learn femininity codes of (become a girl or a woman to become, not to be too sexy, not too neglected, etc..).

This is one of the results of the analysis and Elodie Isabelle Decoopman Gentina: « Through the co-shopping and clothing exchange, the mother seeks share of femininity with her teenage daughter, becoming a young woman. »(1)