SBD/June 4, 2013/Marketing and Sponsorship

Oakley Releases "Female Speak" Campaign In Effort To Boost Women's Business

Oakley has “improved its designs, placed more women in leadership roles, launched women-specific ad campaigns and started an education program dubbed 'Female Speak' in stores" as part of the brand's effort to "boost its women's business," according to Natalie Zmuda of AD AGE. While 67% of women “say exercise and fitness are important to them,” Oakley's women's business “accounts for just 10% of its overall revenue.” Oakley Senior VP/Global Business Josée Perreault did not provide specific sales targets for the brand's female focus, but said that growth "has been slow but steady over the last four to five years.” She added that the company is “being very deliberate in its strategy for women,” with a focus on Oakley's “more than 80 stores in North America and partners, including Sunglass Hut.” A blend of "fashion and function is helping Oakley stand out” in the sunglasses category. The standard for active sunglasses is “the oversize, bug-eyed styles seen on bikers competing in the Tour de France.” But Perreault said Oakley's women's styles are "100% style, 100% performance.” Zmuda writes Oakley's latest campaign, from Factory Design Labs in Denver, "reflects that sensibility and takes a jab at the workout-wear-as-leisure-wear trend” with the tagline “Made for more.” Copy from the latest campaign includes phrases like, “This is for running, not running errands,” and “for exercising, not socializing.” In addition to “teaching store employees about how women shop, the brand is aiming to position its products' tech specs as benefits that feel tangible to women.” The campaign is a “marked departure” from the brand's first campaign targeting women: “Perform Beautifully.” That effort, launched in ‘10, was “out for a few years, but didn't really move the needle" (ADAGE.com, 6/4).
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