Marketing Tween Self Esteem In A Bag
Posted by anastasia on 11-24-2008
Someone sent me this link to Breakup Girl's post (aka Lynn Harris) about a press release she received from ReBelle Bags. I, too, received this release via email the other week. What Lynn basically said in one concise line – "A 'power pocketbook' as some kind of superhero accessory, maybe. This, I think, is not that" made me think about how most product marketed to tweens is all about "raising self esteem" or is supposed to have some sort of positive side effect. Some of it, like the Beacon Street Girls Books, might indeed have a measurable positive effect, but do all products related to a group of multicultural tween or teen girl characters inspire self esteem? Or to Lynn's question, does a purse, sold by the "Rebelle" girls really empower girls?
It's the Dove conundrum in a way — Dove has a brilliant message of self esteem for girls and women, but do their anti-aging products somehow contradict this notion of self acceptance? Part of me is relieved that marketers and companies are using positive imagery and messaging around self esteem to sell products – it's better than the alternative. But the other part of me wonders what the impact is when the product itself doesn't quite match the marketing message. Or if the message is, "Want to feel good about yourself? Empowered? In order to do this you must have this product." And when you market a concept, like say "rebellion," doesn't that make it somehow less "rebellious" to buy that product? Feel free to weigh in with your own thoughts on this…
P.S. The concept of "Friendship Bags" of course made me think back to the friendship pins that dominated my own tween years — they were much cheaper and you got to make them yourself (how's that for building self esteem!), just some beads and a safety pin clipped onto your sneaker.
Categorized under: Tweens, Youth Marketing
November 25th, 2008 at 2:25 pm
Of course it is incongruous and somewhat manipulative. Self-esteem that is healthy is an "inside job". A cute purse may help you feel good for a moment, but good luck if you think it will raise how you value yourself to any lasting degree! I think it is fine to own pretty things as long as you are not giving away your personal power to something outside of yourself.
November 25th, 2008 at 4:24 pm
I caught wind of this over at Shaping Youth. These bags are a cute idea…you can split them and trade them with friends. But that's it. They're not going to give shy girls self-esteem or suddenly boost confidence.
It's bad enough that many grown women are brainwashed into thinking that their confidence comes from how they look or dress. Now here's an accessory for girls that is basically pushing the same idea.
December 18th, 2008 at 9:26 am
Unfortunately, you misunderstand the bag and its concept, due in part to the vague email that you received. The bag is not being hyped to raise the self-esteem of young girls. It is a handbag to be shared with your bff. What is not in the original email is that there is a website, http://www.friendshipbags.com, that is accessed through a secret code in the handbag. There are 6 Rebelle girls, each representative of a different country and culture, and the website and handbag concept promote friendship and sharing. It is a much more appropriate brand and concept than what is being pushed on these young girls today. The hopefully increased self-esteem comes from making friends and safely interacting with girls from all over the world, all the same age and all experiencing the same adversities…This brand and concept was born out of a need to rebel against these young girls reaching out for much older and inappropriate brands – Juicy, Coach, Louis Vuitton, etc. Visit the website and take a look.
December 16th, 2009 at 12:44 pm
I found this blog while searching for gifts for tweens – and I agree with Sherri. I am familiar with Rebelle Frienship Bags, and the idea isn't to market the brand as a miracle product, but rather to promote positive fundamentals that are often times missing from todays campaigns. Rebelle is responsible and conscientious branding. It's refreshing, admirable, and daring, in a time when tween campaigns are getting edgier by the day.