Tag Archives: Great moments in brand marketing

Even Squareheads can’t be this dumb, can they?

It’s hardly surprising to learn in the Wall Street Journal that the market for $995 children’s dresses isn’t doing well these days. Greenwich’s Best & Co. was not alone over-estimating the longevity of the market for insane purchases by proud parents who had too much money. But check out this Swedish manufacturer who doesn’t blame the recession for its woes but can’t figure out the cause:

“Parents want to adopt the same codes for the whole family,” says Ms. Rolando, who explained the “mini me” trend as the human impulse to show membership in a clan. Mothers could dress their toddlers in Kid by Phillip Lim or Acne Miniature outfits that mimicked their own styles.

Acne introduced Miniature for fall 2008, and then cut back the number of pieces in its spring collection. Its fall collection will have fewer pieces as well. A spokesman for the Swedish brand says the cutbacks “are not due to the recession” but mark a rethinking of the line.

Acne?As the name for a kid’s clothing line? Can you imagine any child old enough to sport pimples who would be caught dead in clothing called Acne? Maybe the word means something wonderful in Sweden, like “stinky rotted herring brined for sixteen months and mixed with rancid cheese” but you’re in America now guys, and you’re going to have to get with it. I do enjoy the concept of “clan membership”, though, with Biff, Muffsy, Mopsey and Clete all wearing the same clothes. Just not pimple gear.

UPDATE: It’s even worse than I thought: the Swedes came up with this name using English words to create an acronym. Acne Jeans is a Swedish denim manufacturer and part of the Stockholm-based design firm “Ambition to Create Novel Expressions” (ACNE).

Good lord – no wonder the Norwegians tell Swede jokes, like, “Why did the Swede push his house down the street? He wanted to jump-start his furnace.” Har har har.


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