I was marvelling at the two top photographs on the Filofax.co.uk website yesterday, thinking how well they have managed to rebrand themselves from an analogue company in a digital world. The photograph with the pink Original just makes you want to be that woman – trendy, bright – and out shopping! It makes me want to run out and buy a pink Original so I can have that woman’s life. And isn’t that what branding and advertising is all about?
But then I noticed the second picture, and below it were these:
Is it just me who feels that the offerings for the men out there (the traditional users of Filofaxes in the past) are rather slim? Even the community is almost exclusively female (if you exclude the ubiquitous Steve Morton, the hardy stalwart who is everywhere there is Filofax and who keeps the Filofax flag flying high). Even in the Facebook groups about 95% of the membership is female. So my question is – why? Has Filofax chosen to go the path towards women’s fashion accessories because that is where the market lies and they have more spending power than men, or have men deserted the brand?