tag:blogger.com,1999:blog-4741579671867020977.post620994311114812879..comments2010-08-26T04:51:35.442+01:00Gary Bembridgehttps://profiles.google.com/104102767769456057686noreply@blogger.comBlogger4125tag:blogger.com,1999:blog-4741579671867020977.post-67877322529984803962010-08-26T04:51:35.442+01:002010-08-26T04:51:35.442+01:00I think this is much discussion about nada....Who buys the product? Do more men or women? If you have to think about that than...I don't know what to tell you. Armani has a demographic in mind and it aint me.Onequartlowhttp://onequartlow.comnoreply@blogger.comtag:blogger.com,1999:blog-4741579671867020977.post-36628731297201536322010-07-12T07:57:20.671+01:002010-07-12T07:57:20.671+01:00I like the post with such a nice material which is much informative. Thank you for the information you provided. thanksJeans - Alburthttp://www.boysskinnyjeans.comnoreply@blogger.comtag:blogger.com,1999:blog-4741579671867020977.post-67447781211500471222010-02-27T18:26:57.073Z2010-02-27T18:26:57.073ZI'm not sure if Armani actually targets the average football fan. It's a more aspirational brand, so I believe that these ads are supposed to be appealing to women who are often the actual buyer of underwear for their partner or husband. Obviously these ads are also quite appealing to gay target and the young metrosexuals.adbuzzerhttp://adbuzzer.wordpress.comnoreply@blogger.comtag:blogger.com,1999:blog-4741579671867020977.post-41385126063676470982010-02-25T18:24:24.712Z2010-02-25T18:24:24.712ZHi Gary! I love your question. I asked myself the same thing when I first saw this campaign a few weeks back plastered across a massive wall on the inside of the Malpensa airport. However, I arrived at a different conclusion. I agree that your average 18 to 35 year old heterosexual male admires Cristiano but will probably not find these erotic poses the most relevant or appealing. That said, I have big doubts that Armani have done extensive consumer research that indicates that they should be targeting women and consequently developed this campaign. I believe that you are giving Armani way more credit than they deserve. For the past 4 months, I have been working in Milan with one of Armani’s top competitors in the watches and jewellery categories. In this time, it has become clear that the fashion world is not “consumer-centric” at all but rather “designer-centric”. Whereas in FMCG, the consumer is king, in the fashion world, the designer is king (often queen). The collections of watches and jewellery that we develop together with the designer and his team of designers are based on his inspirations/moods/likes at the moment…and not a rational understanding of the target consumer’s demographics, psychographics, behaviours or attitudes. Moreover, I can practically guarantee you that the designer will never ask us for consumer validation of any of the products or communication that the we develop…the thought is just ridiculous…how could a designer, with his or her massive ego, ever think that the opinions of a sample of potential consumers would be superior than his own natural god-given style instincts? It’s laughable. I’m betting that the folks at Armani picked Cristiano as he is arguably the most aspirational male on the planet at the moment…but that’s about as far as the business thinking went…and when it came time to photograph Cristiano for the campaign, it simply came down to the aesthetic instincts of whichever famous photographer that Armani picked for the shoot…nothing more.Ryan St. Georgehttp://www.blogger.com/profile/04991012450466876190noreply@blogger.com