Subject Marketing x American Apparel model : Jackey

A lot of hype has followed since American Apparel added a new album to their Facebook page of; Jacky, their newest and oldest model to date. At 60 she oozes a lively sex appeal any woman would aspire to. The controversy concerning her age has caused a comment Caucasus all over internet blogs and on the company's actual Facebook page. Some separating the discouraging from the good few that applaud AA's attempt at reaching out to a new audience. Jacky's platform onto the American Apparel front line has got people of all ages paying attention now, compared to former ads of young down townies, sultry spread in lycra metallics.
The topic of interest is no longer just American Apparel but who their actual customer is and what they hope to achieve when shopping at an AA retailer. Jacky is a bold subject to lay over the foundation of an American Apparel ad. One stunt that has been effective in the past and with several ads; we all know what American Apparel sells and where to go if we need a basic polo, some skinny chords or a hip costume for the party. So when a go to company has the desire to diversify and create a new appeal, including Jacky's story draws us in and solidifies the fact that their new, Advance Basics, line are something totally fresh to the AA consumer. Story appeal is an effective tactic at drawing the customer in to inquire about the unconventional image that has been presented. An appropriate and fresh approach to this marketing tool can shoot sales up in just a few days with the right press and publication.

A method that has been succesfuly reestablished by mid century, advertising pioneer; David Ogilvy of Ogilvy and Mather. His most notable ads were ones that feature a story and information that make the customer feel that the product they want is organic to their surroundings. In his 1951 ad: The Man In the Hathaway shirt, which features a mustachian elderly man, steezing an eye patch, makes a viewer wonder; who is this person? why is he important? and how can I mirror such a confident character? The week after this ad was published in The New York Times, Hathaway retailers were sold out of the classic Hathaway shirt, when former Ogvily advertised, had an obscure awareness compared to larger shirt brands in New York. The eye patch, (which was an added detail to pick up more buzz) also became a wanted accessory and were spotted at the trendies night clubs in NY. Needless to say, subject matter is an important and awesome detail when creating a story for a brand. Theory proves, we all want to know about Jacky the 60 year old American Apparel model!