Synopsis
The Meistrell brothers opened the Dive N’ Surf shop in RedondoBeach, California with $1800 they borrowed from their mother. Theirphilosophy was to offer quality products, great customer service,and a fair price. One of their first products was a wetsuit theymade from the insulation from the back of a refrigerator. Anobservation that the wetsuit “fit like a glove” led to the nowfamous brand name, Body Glove. The popularity of the brand led toother products including swimsuits, boogie boards, surfboards,fins, masks, snorkels, and a variety of apparel. The acquisition ofBody Glove by Marquee Brands provided resources for global growthand distribution.
The marketing function at Body Glove includes a senior executiveat Marquee Brands, a marketing director, a brand director, and ateam of marketing staff. Each year they create a marketing planthat combines traditional and contemporary marketing tools. Forexample, Body Glove advertises in magazines such asSurfer, Wake, Outside, Elle,and Vogue, and on billboards in Times Square and nearoutdoor sports locations. A recent campaign used the tag line “DoWhat You Love”. Other aspects of the marketing plan include (a)distribution through specialty stores, department stores, and BodyGlove stores, (b) sponsored athletes who serve as brandambassadors, (c) feature-length films about watersports adventures,and (d) sales promotion tools such as foam hands with the BodyGlove logo and bumper stickers.
Body Glove believes that “content is king” and social mediaoffer outlets where consumers can see and post all forms ofcontent. Using multiple forms of digital and social media allowsBody Glove to reach consumers with many messages. The companycurrently uses Facebook, Twitter, LinkedIn, YouTube, Instagram, andPinterest. Each platform is unique and evolving so Body Glovemanagers work to stay up-to-date with all of the options. Inaddition they design their programs to be mobile-friendly.
BodyGlove is also expanding into new product categories such asearbuds, shoes, and inflatable stand up paddleboards. The companyalso announced its “Create Happiness” campaign to support a yogaand fitness initiative, and a partnership with FlowRider to developsurf simulation machines!
Epilogue
Body Glove continues its growth through many new marketingactivities. For example, Body Glove recently signed Guinness WorldRecord holder Chris Bertish as an officialambassador. Peter Maule, Body Glove’s Senior VicePresident, says “we are thrilled to welcome Chris to the Body Gloveteam, he is a remarkable athlete, and clearly his accomplishmentare unparalleled. His passion for SUP and “all things water” fitsso well with our brand direction.” The company is also benefittingfrom social media exposure such as photos posted by Kim Kardashianon Instagram (116 million followers). In addition, the Body GloveFacebook page has 387,000 followers. The company also continues its‘Create Happiness’ Yoga Tour, offering free sunset yoga sessionacross the U.S. and in Canada.
Questions
How does Body Glove’s heritage and philosophy contributeto its success?
Which criteria mentioned in Chapter 10 help explain whychanging the brand name to Body Glove was a gooddecision?
Describe Body Glove’s use of traditional marketingtools.
What social media platforms does Body Glove use tocommunicate with its customers today?
Why are social media and mobile marketing anincreasingly important part of Body Glove’s marketingplan?
