365 days of strategic thinking

Friday, May 28, 2010

42) Jiaper



According to Wikipedia, the word "jeans" comes from the French phrase bleu de Gênes, literally the blue of Genoa. Jeans fabric, or denim, originated independently in two places: the French town of Nîmes, from which 'denim' (de Nîmes) gets its name; and in India, where trousers made of denim material were worn by the sailors of Dhunga, which came to be known as dungarees.

The hardy, humble material originally worn by factory workers, went on to become a symbol of America, and a staple of the fashion world. No matter what year, no matter what season, jeans remain a constant in the shifting seas of style.

Of course, the jeans themselves have evolved. Bellbottom, boyfriend , skinny, acid wash. And just in case the fashion gods ever run out of variations, denim has made the leap to other articles of clothing. The classic jean jacket and jean shorts (mockingly, jorts). The lesser-known, back-alley-under-wraps denim bra and denim underwear (slightly NSFW). 2009 brought us jeggings - truly an innovation in jeans. A combination of jeans and leggings, jeggings give us the look of denim and the comfort of leggings.

Now Huggies (commercial above) has come out with a limited edition jean diaper (jiaper?). Let those words marinate for a bit. Limited. Edition. Jean. Diaper. Our love of denim has gotten to the point where we want our babies to poop in it. (Note - the diapers are denim-patterned, not made of actual denim.)

Silly? Yes. Out of left field? No. According to a NY Times article, "research conducted by the brand found that 40 percent of mothers wear jeans most days of the week and 57 percent buy jeans for babies within their first six months." It's an interesting way to differentiate Huggies from other diaper brands, who typically only compete in absorbency. If all diapers employ the same technology (cue blue liquid pour tests), a little flair helps them stand out from the rest. And when's the last time you saw the NY Times cover a diaper ad?

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