Week 10 EOC: Ginch Gonch

1.       What key characteristics of Ginch Gonch’s advertising makes them unique? Why do you think consumers buy Ginch Gonch products?
Ginch Gonch uses both sexuality and humor in the ads which set them apart from their competitors. They also have a product that is different than anything else on the market; they don’t just sell a typical pair of underwear.
“Through the use of sexually risqué branding techniques aimed at diverse lifestyles, unique styles, and the company motto ‘Live Like A Kid,’ Ginch Gonch demonstrates that if you have a premium product, great advertising, a market niche, and a passion for innovative branding, sales will follow.” – Brand Story Page 157-158
2.       Do you think it is ethical to use sex to sell products? Can you think of other retailers who do this? How does it make their products more desirable?
I think it’s ethical to use sex to sell products as long as the target market is of an appropriate age to sell sex to. Many retailers and designers use sex to sell their product, one example is H&M, most recently with the advertisement with David Beckham in underwear. It makes the product more desirable because the consumer wants what they are looking at or wants to look like who they are looking at. It’s all about perception in the consumers mind.
3.       Why do you think Jason Sutherland decided to market to the gay community? Do you think there are a lot of gay consumers? Why?
I think he marketed the gay community in order to gain a broader consumer base. It is proven that women do the majority of underwear shopping for men who rarely buy underwear for themselves. By targeting the gay community you are reaching out to the men who do purchase these products for themselves and wouldn’t shy away from a luxury underwear brand. By going this route they are capturing women and gay men which is very smart in my opinion.
“The company started out as a fun protest against boring, black and gray, high-priced, and poorly constructed underwear that was dominating the men’s market.” – Brand Story Page 159
“The company sponsored a fundraiser for cutting edges; Western Canada’s only gay men’s hockey team…Ginch Gonch also realizes they have a strong female following.” – Brand Story Page 162
4.       If you were in charge of Ginch Gonch’s next fashion assortment what would you call it? Why?
If I were in charge of naming the next fashion assortment for Ginch Gonch I would call it ‘panty hoes’ because it’s sexual and fun at the same time which is what this brand is all about, that and all gay men I know love being called hoes.