Isaac Mizrahi has teamed up with Chevrolet (the car brand) to create a line of clothing called “Malibu Style.” And the line will only be available on LivingSocial.
The goal is to raise awareness for the 2013 Chevy Malibu car. Mizrahi tells AdWeek that his fashion design for the line was inspired by the design of the car. The target market is 25 to 45 years old, and there will be 50 videos available across the Web to promote the line and, by extension, the car.
“One of the things I was inspired by was a blue light that emanates from the dashboard. It’s just Hot,” said Mizrahi.
For their part, LivingSocial believes the partnership is perfect for the company’s new e-commerce business.
So first, there’s some stereotyping going on here. The only way to get women to pay attention to your car is to tie it shopping? Maybe there’s something about the car or the dealerships that’s keeping the ladies away.
Beyond that, it’s too far-fetched. All of these things have very little to do with each other. Even if women buy the clothes, is that going to inspire them to buy a car?
Moreover, it was only this weekend that The New York Times was reporting on the declining interest from shoppers in these deal sites. The number of emails and the quality of the offers are a couple of reasons people have soured to the sites. This could be different for customers since it’s something exclusive to LivingSocial, rather than a coupon that’s being spent at a business that regrets offering a discount.
The partnership may sell clothing, but it doesn’t seem like it can sell cars. Maybe we’re wrong. Your thoughts?