Molly Brown Swimwear: Unearth Your Inner Diva

Molly Brown Swimwear is a store based in Newport Beach, California. There was a recent expansion made of the store to a new location in Las Vegas at The Cosmopolitan. The store has created a brand name for itself in the swimwear community by carrying only high end, well made swimwear brands from around the world that are rarely found at other swimwear boutiques. “Advertising has become more ubiquitous than ever, as advertisers try to find new ways to get their message through. Advertising differentiates brands, groups, and causes, and ultimately sells products and calls people to action.” (Advertising by Design, Landa, p. 002) Women that shop the brands are found all over the world as the brand has a huge online following. The new store opening calls for some advertising that will make the new Las Vegas market aware of the store’s presence and what the company is all about. The website emphasizes that the point of the company is bring swimwear to women that will make them feel sexy, confidant, and allow their personalities to shine through in the suits they choose without having to sacrifice quality or customer service. The slogan for the brand will now be “Unearth your inner diva.” This is a phrase that was used in the narrative on the website. It conveys the message that the company wants their customers to understand going into the stores. The advertisement for the store will convey this message and address the consumer insight of “self-actualization, which is defined as the desire to become more and more what one is, to become everything that one is capable of becoming.” (Advertising by Design, Landa, p. 068) Women that buy their suits at Molly Brown’s want to be noticed and look their best. They don’t mind spending a little more for the quality and look that they desire to achieve. “That consumer insight should be coupled with an insight into the brand. This combination can achieve an attainment of an advertising ‘sweet spot’- the most effective place to hit the audience with your marketing messages.” (Advertising by Design, Landa, p.068) Molly Brown’s gets in touch with their audience by keeping a daily blog, having very knowledgeable sales staff, and telling the story of the designers they feature. “People are engaged by compelling narratives. If a brand or group has a story to tell, then it will be more dimensional. Through the branding, advertising, and every point of contact, people learn the brand story.” (Advertising by Design, Landa, p. 056)