WASHINGTON — A new ad campaign for shoes seems to insult the very people who buy the product.
The latest offerings in Nine West’s new shoe campaign is a leopard print stiletto for “starter husband” hunting, a pair of stylish flip flops, a designer bag for that morning-after anticipatory walk of shame, and some peek toe booties to send the kids off on the school bus.
“Instead of connecting with me, it feels more like an imposed stereotype,” she says.
Johnson says Nine West struck the wrong tone in the terms they use. “What woman talks with her friends about finding a starter husband or about the walk of shame?” she asks.
The fall campaign is aimed at women ages 25-49, although Johnson thinks they are really aiming for the younger end of that demographic. But she points out that “even younger women have aspirations that go far beyond what is characterized in this work.”