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Psychological characteristics of fashion marketing campaigns

We discussed the influence of the “Oh, my God” that occurred in the last phase of the mutual understanding of like-minded people. As I promised in the previous article, I will elaborate on it.

Shattered Girlz's profile

A few days ago, I met a designer named "Shattered Girlz" T-shirt brand. She has a tense personal story that immediately inspired people to be the source of her success. She suffered a betrayal of her beloved man. When she took care of her terminally ill parents, she once left another woman. The designer has a cartoon character who is a symbol of Dolly Tatume, a tattoo. His life and love are recorded through various T-shirt designs. Dolly also participated in a number of death-related relationships with men. These relationships brought her great pain until she called the men in her life "pigs". There are several female tattoo characters in the series, representing different examples of female empowerment, such as dancers, corporate lawyers, college students, and even soldiers. The currently broken Girlz slogan is "The Broken Girlz: I Can't Be Broken!"

The psychoanalysis of Shattered Girlz

Wikipedia defines psychology as follows:

Psychological variables are personality, values Any attribute related to attitude, interest or lifestyle. Some of the psychological factors used in market segmentation include social class, lifestyle, behavior, opinions, and values. Psychology can also be seen as the equivalent of the most commonly used "culture" concept in the country segmentation.

Let's analyze all aspects of this product line from a psychological perspective. Here is what I think of:

  • Social classes: young, urban women in college times, sometimes anti-culture in the streets
  • Lifestyle: Goth and tattoos
  • Behaviour: Seeking self-expression and empowerment
  • : A general negative attitude towards men, but fleeting
  • Values: Women can rise from the ashes

Now, I don't know about you, but whenever someone tells me about their sad story, 39; m immediately obsessed with. However, in this case, selling this product to all women is wrong, although we can all contact. Instead, we need to find a small part of all women, in this case young women. But can we go further? I think this is the case. The next subset will be young women entering the tattoo lifestyle.

Although I do not have a tattoo myself, tattoos are very interesting because they provide a very personal expression of the wearer's soul, and only words cannot be delivered. Many people get tattooed after the birth of a child after losing loved ones and other such life-changing events. These people are people who are represented in the visual arts; in fact, many of today's coolest tattoo artists come to this field through technical and artistic training. There are even shows about tattoo studios such as Inked, Miami Ink and LA Ink.


Because of the powerful graphic elements of tattoo art, my advice to this designer is to create a comic book. In fact, the plan I made for the beginning of her email marketing campaign included the following: Focus on certain keyword themes that resonate with the tattooed young women: female tattoo designs, female inks, back tattoos, Vagabond stamps, broken heart tattoos, girl genius, lost girls, girls' clubs, to name a few.

  • Turn her blog into a free comic book based on subscription.
  • Create pay-per-click (PPC) campaigns based on keyword themes to promote comics.
  • Create a login page to subscribe to a comic book. Make sure it also uses the keyword theme.
  • Make sure the comic website publishes the Shattered Girlz t-shirt line.
  • Invite comments or questions about each installation of a comic book. This can inspire conversations with readers, inspire their proposed storyline or characters, and create a basic online community (aka: Captive Marketing niche). This is also attractive to the "Gothic" community because they may sometimes tend to be ethnic.
  • Create an excuse to send emails to these subscribers regularly through comic book teaser, contest, etc., and include a sales message in each email.

I am very sure that this targeted activity is also very process-oriented and methodical and will yield a lot of results. I should point out that this type of list construction will take some time, sometimes as long as three months or even longer. We are not talking about getting rich quickly now.

However, consider what happens once she builds a list and successfully sells to the market. Sooner or later there will be groups of beautifully tattooed university-aged women wearing Dolly Tartame's T-shirts, after which they will immediately exchange knowledge, sympathetic appearance. They may even talk to each other, talk about the emotional failures that used to be their lives, and how Dolly and the gang really talk to them. They may even talk about their own broken girl items (ohmigodyouhaveadollyshirttoo!). If we play with our cards correctly, they will even recommend some broken girl items to each other.

This is exactly what we want to happen.

I will publish to readers the results of this campaign on my blog. Until next time!

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