Eddie Bauer

Eddie Bauer

Eddie Bauer sells sensibility and comfort. They advertise this very well through the slogan, "Experience Based." They claim to have an understanding, and insight into their perspective customer's lifestyle. They use comfortable models, content in the setting they're displayed in, to project the company image to the buyer.

This Eddie Bauer ad contains two naturally beautiful ladies, who aren't too "perfect," with a polar bear in what would appear to be a zoo. The ladies have a down home, girl next door, look about them. They are sensibly dressed in uncomplicated clothing. This secures their "homey" look and helps the reader to become immediately comfortable with them.

The two ladies shown are obviously as close to this polar bear as they ever want to be; on the other side of the glass at the zoo. These ladies have no need for overly rugged clothing that could take them to 40 below in the Arctic Circle. Although they like an outdoorsy image, they just want to be comfortable and elegant in as simplistic and subtle way possible. The expressions on their faces, is completely happy and content. The soft, simplistic, clothing they have on is the last thing on their minds. They are living in the moment and would rather be nowhere else.

It would seem to me that the targeted consumer would be a twenty something all the way to mid forties. I say this due to the young vibrant yet calm and relaxed models, and the setting they are in. The zoo setting indicates that they are youthful, easygoing women. This age group would also be appropriate, given the idea that their clothing is very stylish, but not trendy. Their clothing fits a transitional consumer base; Consumers who might be trying to "settle down," or to merge into a more grown up market place.

I believe that Eddie Bauer is trying to define a state of mind with the products they sell. Through the smiling faces and comfy poses they are shown with, there could be nothing wrong with the situation, nothing that could detract them from being happy with themselves. The colors used in the ad also point in this direction. It's a very pleasant color scheme. The use of bright blues, cool whites, and vibrant reds can do nothing but make you feel a little better by just simply looking at the ad! They want the reader to see how Eddie Bauer's clothing can make the difference in a great day and a not so great day.