I was strolling down Walnut Street in Philadelphia, one of the major shopping areas of the region, and I noticed this retro-50's store called Bettie Paige. I couldn't help but notice because it was big and pink and had huge mannequins in the window with what appeared to be vintage dresses.
Much to my marketing delight, it was not a vintage store at all but a new fashion line fashioned after famous pin-up icon Betty Paige. Dresses for women inspired by the figure and look of this amazing women.
The store was a blast, as were the sales associates who all looked incredible in the fashions. The best part about it? The dresses are very flattering on curvy women ... modern women, as the brand says. So while the look is retro, the fit and fashion is contemporary.
What I love most is that the brand picked an inspiration and a vision, and stuck to it. Now some might say that it's narrow, but I say it's targeted and brilliant.
What's your experience? Jim.
President, Cohn & Wolfe NA
Author, The Experience Effect series
Marketing Professor, NYU