The following post was originally published by Kidspot.
Yep. I’m calling it. This is the greatest marketing campaign aimed at little girls ever.
Much-loved talk show host Ellen DeGeneres has joined with American clothing retailer Gap to help design and launch a new range of clothing for girls entitled GapKids x ED; “It’s for the doers and dancers and dreamers, bikers and boarders and builders …”
The television commercial, featuring a girl empowering anthem by feminist rockers Le Tigre, shows young girls from diverse racial backgrounds skating, biking, climbing, solving math equations. They are a blur of moving limbs, messed up hair and cheeky grins.
And the best part? Ellen also interviews all the girls featured in a series of promotional videos; they get the opportunity to share their real passions. There’s the ‘Pink Helmet Posse’, a trio of skateboarders ranging in age from seven-to-eight. There’s nine-year-old Torrae, a robotic hand builder and 12 year old Asia, an entrepreneur.
These girls aren’t mere models. They are model people
The clothes feature slogans like ‘Fun’ and ‘Become your own hero’. The iconography includes a lightening bolt (a symbol of empowerment) and a speech bubble (reminding girls to express themselves). The collection also encourages kids to express themselves quite literally with self-customisable clothing and accessories that they can decorate freely using fabric or chalk markers.
The Media Release offers one final triumph:
“Using the hashtag #HeyWorld followed by a name, a girl’s friend, mother, father or mentor can issue a call to action for social messages of encouragement and love to any girl in need of positive support, cheering her on through the power of positive words. In addition, there will be a texting opportunity to receive inspiring and encouraging messages from Ellen DeGeneres herself.”
Oh, be still my beating heart
For years we have been dismayed at clothing and marketing campaigns aimed at little girls. And make no mistake, there have been some absolute shockers.
There have been slogans that encourage girls to play dumb; ‘I’m too pretty to do my homework so my brother has to do it for me.” “I’m allergic to Algebra.” “My best subjects? Boys, shopping, music and dancing.”
Slogans that encourage girls to play helpless; ‘I need a hero’. ‘Waiting for my Prince Charming’.
And slogans that encourage girls to view themselves as just bodies, not somebodies; ‘Future trophy wife’. ‘Nothing tastes as good as skinny feels’.
There’s been designer duds marketed as aspirational for little girls. Think Suri Cruise tottering since the age of three in one of the many pairs of designer shoes drawn from her collection, which is reportedly worth over $150,000 (by age seven she had her own fashion label). Or Kim and Kanye’s two-year-old daughter North West’s wardrobe, which features designs by the likes of Givenchy and Alexander Wang.
And there’s been plenty of advertisements featuring little girls pouting, preening and posing like mini-adults.
The children’s clothing industry is a billion dollar business and many marketers have rushed not just to sell to girls, but also to sell girls out. You can’t help but feel a chill when you read the words of one marketing professional that said at a big marketing-and-advertising shindig in New York recently: ‘Kids are the most powerful sector of the market, and we should take advantage of them.’
So it’s no wonder I found myself fist-pumping at this fresh new girl-empowering approach.
#HeyWorld – meet marketing to girls done right. And other brands? Please take note.