EOC Chapter 10 Discussion Questions

1. Ginch Gonch has many characteristics in their advertising that make them unique. For one, they offer a fun, carefree, childlike feel to their advertising through their graphic printed underwear. Also, the company markets to a very specific niche that consists mainly of homosexual men and all young women. Consumers purchase Ginch Gonch products because they feel a connection to the brand. Ginch Gonch targets its market very well and portrays a lifestyle that this target wishes to exude.

2. I do think it is ethical to use sex to sell products. The fact of the matter is, sex sells. Especially living in a city like Las Vegas, this is a true statement. Sex sells because people want products that offer them a lifestyle the desire. A great example of a company that uses sex to sell its products is Abercrombie & Fitch. This makes their products more desirable because the people portrayed wearing them are "beautiful," "sexy" and all of the other shallow characteristics people, especially at the target market (guys & girls 15-22 years old), want to display.

3. Jason Sutherland decided to market to the gay community because it is a market that is rarely sought out and catered to. Also, the gay community is really the only men who care about their underwear. Before Ginch Gonch, all nice underwear companies were limited to Armani, Calvin Klein, etc. There are definitely a ton of gay consumers. Gay men tend to care about the way they look and how well they are groomed. The gay community as a consumer group is probably equivalent to women, by means of purchasing.

4. If I were in charge of Ginch Gonch's next fashion assortment, I would call it Cowboys & Indians. This assortment would be western inspired and, I think, really speak to both the gay community and women.