Not sure if this is as far of a stretch as Kleenex diapers but there are definitely brand & organizational misalignments in VW's attempt to produce fashion accessories. Volkswagen however believes that cashmere wraps will help them sell their new “Eo” vehicle, which they claim is targeted to female consumers.
Any thoughts on whether this might work?
Full article: http://www.businessweek.com/innovate/content/feb2007/id20070213_212980.htm?chan=search
3 comments:
I agree that creating female "lifestyle products" is not aligned with Volkswagen's strategy, brand perception, core competiencies, etc. This is extending the brand too far and I don't think it has enough leverage to be successful. Where on the compass does Volkswagen see this move? What is their motive? Outside of brand implications, how does this fit into their car manufacturing business model? Should Volkswagen really enter the difficult and competitive realm of female fashion? Their skills and core competencies don't translate well into this industry.
The article lists Hummer as a car brand who successfully introduced lifestyle products. A major difference is that Hummer has a military heritage and has actually been selling functional lifestyle products for a very long time. Volkswagen's history and meaning map does not afford it this kind of leverage.
I really think it is a good idea. Unlike Harley Davidson's wine cooler and cake deco kit, which target the wrong audience, Volkswagen's fashion accessories(e.g. the cashmere scarf) are well matching the VW cars because they all stand for a special lifestyle. If you are a female VW Beetle owner, when you are driving your lovely red bug, do you want to wear a same color cashmere scarf? Car is another outfit for many women, so it makes sense to provide fashion accessories for this outfit.
Bizarre idea, but women are the "it" consumers of the year, and VW isn't the only company to begin targeting the ladies. A quick glance at the latest Sony campaigns and the reasons for targeting women for high ticket items is that increasingly, in two people+ it's no longer the men making the decisions about the cars, the tvs and similar products. VW doesn't have an all-male stigma, if anything, the VW bugs with the perennial flower power associations are more feminine than androgynous. If Volvo can make cars with pony tail holders built into the head rests, why can't VW offer cashmere wraps? The tie in is there after all, cashmere is beloved, luxurious, always in style and comfortable... Isn't that what driving a VW should be all about?
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