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“Bloody” Good Marketing: The Knix Approach to Femvertising Done Right
Pleasure, inclusivity, and defying societal norms — a deep dive into Knix’s marketing strategy
If you’re a woman who lived through the 80s, 90s, and even the 2010s, you probably hated advertising.
For centuries, marketing and advertising was run by men. The best schools expected men, the best seats in agencies reserved for men, and many marketing strategies planned by men.
As a result, we read men’s stories on billboards and watched their points of view on national TV. This POV was strongly gendered and used female models to please the male gaze or conform the societal ideas.
Women were objectified in those lenses to make products more desirable: vacuum cleaners for housewives, tight jeans for skinny models, and red lipsticks for femme fatales. They were male fantasies rather than real women.
No other representation existed until recently.
With Femvertising (a marketing strategy that leverages female empowerment) emerging and becoming widespread, many women-owned brands adapt these strategies to talk to the right audience.
Knix, an intimate apparel brand known for leak-proof underwear, makes femvertising look so…
