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Was Angelina A Mistake for St. John?

Angelina may actually be failing at something. The powerhouse was paid a reported $12 million to star in the St. John campaign but apparently the core customers of the brand feel like they are purposely trying to get rid of them. They feel alienated by the Jolie ads and they think it's "silly" that she is the new spokesperson. One ex-customer said, "I think Angelina Jolie is tacky. St. John is elegant." Damn. As for St. John, they are pleased with Jolie and have no plans to replace her.

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deenappr2006 deenappr2006 10 years
All I have to say, IS KUDOS St. John's for having Angelina be your model for all of your clothes line. She's got the model body, (even after having a baby), and she's got the BEAUTY, AND MODELING EXPERIENCE. Definitely a PERFECT 10!!!! GREAT JOB IN YOUR PICKING JOLIE!!! I SOOOO TRULY LOVE THIS WOMAN, AND WHAT SHE STANDS FOR, AND HOW SHE SOOOO TOTALLY CARRIES HERSELF! All of you jealous ppl, just **** OFF!!! Its soooo obvious that those of you that are sooo jealous of AJ, perhaps, must have A LONG CHIN, JUST LIKE YOUR CHINNIFER!!!!
thisislara thisislara 10 years
Hah. I think the ex-customer meant "young" not "tacky."
lovebritsean lovebritsean 10 years
they'll boot her out soon ,if they want to keep their buisness...st john probably feels that she is soo generous,they dont want to hurt her trailer trash feelings.......
dovima dovima 10 years
st john customers just miss the old family model...i liked their ads with all the greatlocations but angie is a just a better model to me, can't beat her.
Padraigin Padraigin 10 years
and regardless, it's not Angelina's fault if the company made a bad business move overall.
Padraigin Padraigin 10 years
Like I said, you want to change your core customer base? Do it GRADUALLY. Start with the new stuff and a new campaign on a smaller level and eventually increase the newer, younger stuff, but don't scuttle the older stuff. Either keep a portion of it, or phase it out.
sashak sashak 10 years
I'd never wear anything Codi Rice wears...although she does have hot taste in boots. She wore some damn sexy ones at a conference like a year ago. I was much impressed
mar mar 10 years
thanks for the recap highsociety. You are very pretty too! I agree with a lot of what you said, Imagine you are a very conservative woman that has been brand loyal, and in comes this new campaign with a highly controversial, yet extraordinay beauty, it may be like getting slapped in the face, I guess.
highsociety1 highsociety1 10 years
The article is definitely worth reading. It's no secret that they're trying to shift the brand's image. "Most of the loyalists, some of whom had driven more than an hour to attend the $95 luncheon, wore looks from two, three and five years ago. That's when St. John was known for classic, forgiving wool knit suits trimmed with glittery buttons, vivid colors and heat-set paillettes. The only women wearing the new look — unadorned, sleeveless shift dresses, earth-tone sheaths with matching wide shawls or clingy, plunging cocktail dresses — were those paid to wear it: publicists, saleswomen and St. John employees. When the show was over, you could practically hear the raspberries. "It didn't give me that 'wow' that makes me want to go out and buy," said Marsha Calig, president of Calig Travel, a San Fernando Valley travel agency, who wore a square-cut jacket from several seasons back. "I wish I was skinny," lamented her statuesque friend, Phyllis Cohen-Edwards, a longtime real-estate agent who devotes a third of her wardrobe to the line, but who hasn't bought much of it lately. Here's a lesson: Never spurn older women with money. St. John's 18-month plan to capture a younger customer and update the luxury company's fusty image has backfired and killed the cash cow — the loyal, mature customers who built the Irvine, Calif.-based knitwear maker into a $400-million luxury-apparel powerhouse. It was with the spring 2006 collection that St. John announced to the world that it was after a younger woman. Practically overnight, the 44-year-old company seem to change from the conservative standard-bearer for serious professionals such as Condoleezza Rice, Hillary Rodham Clinton and Los Angeles lawyer Gloria Allred to a sexier, sophisticated brand, hoping to be the next Burberry, Gucci or Chanel."
highsociety1 highsociety1 10 years
It's obvious St. John secured Angelina to woe a younger audience -- much like Marc Jacobs is successfully doing with Louis Vuitton. Hey, those old haggy socialites are gonna kick the bucket any day now; time to recruit a fresh crop! But I agree, it wasn't the smartest move for St. John -- their current customer base is very conservative, very matronly, very everything Angelina is not. Angelina basically represents their husbands' mistresses. And as much as I love her, even she can't do enough to change my opinion about St. John's incredibly high stuffy factor. So, they end up alienating the stuffs, and not turning over enough fresh blood. Bad marketing move all around.
Padraigin Padraigin 10 years
swella, I don't work in marketing, but I kind of keep up on marketing trends and the like. I'm such a geek.
Pokemyhontas Pokemyhontas 10 years
She's truly beautiful but once again, the stupid media has made me tired of her. I hate that they do that.
mar mar 10 years
I agree,I just can not call someone tacky that tries to make a difference in the world and gives so much damn money away . Paris, LL,that is tacky. A woman that has finally changed her handbag after 3 yrs that is worth millions is far fron tacky! LOL But I can see where the client base is coming from. Like I said, the original St Johns model was not intimidating like AJ.
FlawLessD FlawLessD 10 years
She's far from tacky. I agree with pinkangelmonkey PARIS HILTON is TACKY!! Angelina is beautiful inside and out.. That's what separates her from the rest...
teddybear teddybear 10 years
I beieve that Angelina is the most powerful and positive female role model celebrity that we have in this country. She is such a beautiful person inside and out. She does so much to help the world and is so selfless and giving. I loved her the moment I saw Gia and knew she would be something great. Anything she is advertising I would buy just cause it's Angie.
pinkangelmonkey pinkangelmonkey 10 years
she is far from tacky. she is generous and gorgeous and i may be bias cause i like her but ohsuri is right that brit or paris or lilo is tacky!
mar mar 10 years
Im angry. I just wrote a whole post, and it was flagged for no reason! Anyway, the St Johns model for years has been this older , blonde lady, so switching to AJ definatly rocked the boat a bit, but AJ was also attending a lot of political affairs when she signed on., and did rock thier suits when she appeared. I think they should have had an older person, and still used AJ to try to cross over to the 30 somethings.
mar mar 10 years
I was a little surprised when they picked her for the brand, but do not forget, Angie does go to many political functions,so there was a lot of advertising for them right there, and she always wore the St Johns suits, which looked amazing by the way... I agree, it would be appropriate for the brand to have a woman closer to middle aged join the campaign. They could still use Angie too. Have you guys ever seen the St John model, she is a much older woman with short blonde hair, not your typical model. In fact, I feel as if she is a friend or aquaintance to the designer. The clientelle base was most likely a bit shook up from such a major switch.
swellabella swellabella 10 years
lol at Adriana...trashy is the word I heard...not tacky.
swellabella swellabella 10 years
Pad do you work in marketing? What you said makes complete sense from that POV. Most people I know, esp the more experienced marketers, predicted this was a really bad move for St. J.
LaurenG22 LaurenG22 10 years
she looks like her arms are too skinny for her huge boobs... maybe I am just jealous and wish i had her body :( yeah, i am thinking thats probably the case.
Adriana42 Adriana42 10 years
relax people she meant to say trashy..
Imabeliever Imabeliever 10 years
wider..I meant Wilder! HA!
Imabeliever Imabeliever 10 years
no worries JK.. it also makes a get mini flamethrower.. but that was in my wider days!!
Imabeliever Imabeliever 10 years
It made sense at the time..she is a mother and actress a lobbyist (seen in DC wearing St John), but I think they didn't realize how exclusive and snobby little old rich matrons are. I mean she has tatoos!! And a beautiful mixed family! These things are generally looked down upon at the high scale country club. The prudes!
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