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Article: Oakley Tweaks Macho Image to Lure Women to Brand

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Orange County Business Journal
Article date:
April 17, 2006
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Copyright

Clients Sending More Work O'Leary's Way; Y&R Works With Klasky Csupo on Film Festival

MEDIA & MARKETING

Oakley Inc. revamped its advertising and went with a softer look to pitch its new sunglasses for women.

The Foothill Ranch-based company scrapped typical ads featuring macho athletes for glamorous women wearing Oakley shades and clothes.

The women strike different poses on Oakley's divas-only Web site, www.oakleywomen.com.

"As we launched women's (sunglasses), we were thoughtful on how we portrayed the brand," Chief Executive Scott Olivet said.

The move is part of Oakley's push to appeal to more females.

"Women either buy or influence purchase decisions," Olivet said

The company ...

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