The Naked Truth

Why using nudity to sell shoes and clothes to women as in the new Zappos More Than Shoes campaign ?

Thanks to twitter, and spotter @lacorbeau, I've found some evidence that can defend this choice. It's commonly accepted that confronted to nudity in ads, men would spend more time looking at female bodies than women would. Research firm EyeTrackShop recently surveyed both gender to find out.

And it's not always that obvious (click on pics to have a better view):

Women actually looked at the torso before looking at the face. But there's more:

In two stimuli showing less-dressed or naked persons men looked at the faces about 40% longer than the women did and it's the first area noticed. When looking at a naked model, there are smaller differences than one would expect:

Again, the greatest differences were found in how long respondents choose to look at a specific area:

Conclusion? Almost all women fixated on the shoes and spent almost 1.5 seconds on them. So:

"Using an undressed model to sell shoes to women could definitely do the trick"

Source: Business Insider -  EyeTrackShop report (links)

Magazines are sales tools: Flair pumps case

One of the main complaints of advertisers is "the effect of magazines on sales can't be measured". Together with: "Magazines are slow in building traffic". Well, thanks to the Flemish Flair readers I have recent proof that these statements are not true. If done in a good way. (Knowing your audience).

Flair pumps

Flair is a weekly aimed at young women (15-35 y.o.) who like getting fun out of life. The typical Flair-reader likes: affordable luxury. So yes, she can combine luxury brands with cheaper (fashion and beauty) brands. Today there was a special offer in the magazine with a coupon for Flair-branded pumps for 15€. It's the second time that retailer Torfs chose Flair as a favored partner (as a kind of seasonal launch for the new collections?). 

The results? Some sales points were out of stock this afternoon. According to some tweets I have read, there was (is?) a stock of at least 20,000 pairs.

On the 'twitterprofile' of Wouter Torfs, CEO of Schoenen Torfs, you can read that this CEO is passionate about rebuilding his company as a community. And he's using communities, in this case, the community of the Flair-lovers, to make the match on a commercial level. Well done! 

I surrendered for the @flair @torfs Mkt Campaign