Call It Spring?

Posted 30 September 2011 at 10:15 AM | Comments (0)

The styling contests I’m entering at Polyvore are to promote JCPenney’s new line of shoes and handbags, Call It Spring.

Formerly Spring (a copyright issue forced the name change), Call It Spring is actually an ALDO Group brand, but its product is “younger” and less expensive than the original.

And I admit that the name, Call It Spring, really irks me.

Now, as a disclaimer, I don’t have a problem with either ALDO or JCPenney. I love ALDO. I have three pairs of their shoes and always get a little giddy perusing their website. And while I haven’t shopped at JCPenney in years (but I’ve been living overseas for almost five), I applaud their recent designer collaborations and am hoping they do really well.

So! Down to the critique. The main thing that really bothers me about Call It Spring is the unintentional focus on the seasonal spring. It conjures up images of sandals and florals and long hair bouncing around in grassy meadows. I’m sure ALDO realized this, which is why they—brilliantly, I might add—began using the slogan, “Shoes for all seasons.”

And poor JCPenney, they’re launching Call It Spring at the start of fall, which is super-confusing and rather annoying, too.

All this got me thinking, as usual, about what I’d do differently.

I’ve noticed that JCPenney has no problem mentioning that Call It Spring is an ALDO Group brand, which means that it’s part of the selling point. So what if the name of the brand pays homage to the original? What if it basically says we’re the original yet we’re a little different?

What if they changed their name to—wait for it—wait for it—

ALSO.

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