EOC: Chapter Ten Questions

1.) What key characteristics of Ginch Gonch’s advertising makes then unique? Why do you think consumers buy Ginch Gonch products?

I feel like the companies motto says it all “Live Like A Kid,” Ginch Gonch demonstrates that if you have a premium product, great advertising, a market niche, and a passion for innovative branding, sales will follow.” (Brand Story, Joseph Hancock, page 158) The companies advertising are fun and childlike, which is unlike any other underwear advertising. Most ads show the model only with a white or black backdrop. To where Ginch Gonch ads tell a story rather than just showing the product on a body that close to no one has. Ginh Gonch ads feature models that look more like everyday people.

2.) Do you think it is ethical to use sex to sell products? Can you think of other retailers who do this? How does it make their products more desirable?

I think that it is ethical to use sex to sell products even though many people disagree. The fact is that everywhere we look there is sex so why is it so different to use it to sell something? One of the top retailers that come to mind that use sex to sell products are A&F. They whole ads show little to no clothing when in fact they are selling clothing talk about a contradiction. I think that it can make a product more desirable since people always want what they can’t have. Ginch Gonch takes selling products using sex by the reins. “Ginch Gonch ads use what is known as double entendre, something that conveys two meanings, one of which is sexual or risqué.” (Brand Story, Joseph Hancock, page 167)

3.) Why do you think Jason Sutherland decided to market to the gay community? Do you think there are a lot of gay consumers? Why?

I think that Jason Sutherland decided to market to the gay community since they are often forgotten about. They are also a group of people that are willing to spend money on high-end fashion products. The company has even came out and said, “We own the gay market gay men love them lesbians love them.” (Brand Story, Joseph Hancock, page 162) I feel that the gay market is huge and not enough companies try to appeal to them.

4.) If you were in charge of Ginch Gonch’s next fashion assortment what would you call it? Why?

If I where in charge of the Ginch Gonch fashion assortment I would call it “grow some” that would come from the saying grow some balls. It would in fit with the company since they have had lines that have spun off of the movie Broke Back Mountain. Another one that they have done have been “Grab Your Balls” so I feel that it is in fit with the company.