Abstract
A few weeks ago, the French brand Celio launched a very original concept aimed at women. Celio is a men apparel brand, but 50% of their customers are women who want to buy clothes as a present. In more and more Celio shops, women can find "The Shoppenboys". The Shoppenboys are men from 19 to 63 that stand in the shops wearing only underwear. Their sizes vary from S to XXL and they are here to help women to buy the right clothes for their husbands, partners, sons, etc. The principle is very simple: the customer chooses the Shoppenboy according to his size and he follows her in the shop and tries on all the clothes. As a result, the risk of buying the wrong size is limited and it is also quite entertaining for customers.This marketing operation illustrates the fact that women are more and more important for firms; the idea to create a marketing campaign aimed at women for a men apparel brand can seem a little strange, but like more and more firms, Celio has understood that women are "the apple of marketers' eyes", as it is said in an article from Business Week.
