The Dutch lingerie brand Sapph lost the so called “lingerie war”. The brand copied several designs from the famous Dutch lingerie designer Marlies Dekkers. Marlies Dekkers is known for her bras with different kinds of straps above the cups. Sapph copied several design from Marlies Dekkers. Marlies Dekkers decided to sue Sapph and won the case this week. Sapph has to stop selling the lingerie immediately and has to compensate Marlies Dekkers financially.
Marlies Dekkers
Sapph already had to deal with many negative publicity in the past. Their first campaign became a media hype. There were even questions asked in the Dutch parliament whether the campaign was too sexy. There have been many complaints about the campaigns of Sapph in the last three years. In July of this year people who did not agree with the campaign ruined the billboards of Sapph. Despite of all the complaints, Sapph is still using the same communication strategy. There has been a load of negative publicity about Sapph.
The main cause of all the complaints and negative publicity is that most women cannot relate to the women that Sapph uses in their campaigns. The models they use are not a realistic reflection of normal Dutch women. The models are portrayed as a sex symbol. Some billboards can even be seen as women unfriendly. In my opinion Sapph should really think about changing their communication strategy and come up with more original designs and classier campaigns. What do you think about Sapph?
Women unfriendly billboard:
Geen opmerkingen:
Een reactie posten