Last but not least: Who wears the (under)pants here?
While most fashion and cosmetics manufacturers try to reach men with masculine advertising, Isa Bodywear specifically targets women to boost sales of men's underwear. Is the clothing company trying to sell its men's underwear to women?
Men have long been a coveted target for the fashion and cosmetics industry. New products for the stronger sex are constantly being launched on the market. The advertising is usually masculine, with products labeled "Men Expert" or "For Men" - of course, men want to know that the products are intended especially for them and not for the female sex.
Swiss underwear manufacturer Isa Bodywear is pursuing a different strategy. The latest image campaign appears under the slogan "Women know what suits men". Among other things, full-page advertisements are placed in women's magazines. They feature a woman who is obviously wearing boxer shorts that are too big. Is the textile company now trying to sell its masculine underwear to women? Not quite. According to the agency responsible, Pinax Kommunikation, the advertisement is aimed at women, as 60 percent of all men's underwear is bought by women. Now it's out: when it comes to underwear, women wear the pants after all.
Swiss underwear manufacturer Isa Bodywear is pursuing a different strategy. The latest image campaign appears under the slogan "Women know what suits men". Among other things, full-page advertisements are placed in women's magazines. They feature a woman who is obviously wearing boxer shorts that are too big. Is the textile company now trying to sell its masculine underwear to women? Not quite. According to the agency responsible, Pinax Kommunikation, the advertisement is aimed at women, as 60 percent of all men's underwear is bought by women. Now it's out: when it comes to underwear, women wear the pants after all.
Caption: SHE tries on men's underwear for HIM.
Order free test sets at Isabodywear.ch.
Responsible for Isa Sallmann: Andreas Sallmann. Responsible for marketing and communication at Pinax AG, Weinfelden: Sven Ludwig (AD), Sabine Ruf (consultant). Photo: Ilja Mess.
