In a strange turn of events, Microsoft has decided to release its own clothing line, called ‘Softwear by Microsoft.’
The clothing line is just the latest part of a marketing campaign which is attempting to make Microsoft cool, which hasn’t worked so far with their strange Seinfeld and Gates adverts and their latest ‘I’m a PC’ adverts.
As you can see from the photos, the clothing line will have a retro look. I wonder how many Vista t-shirts they will sell.
Microsoft’s Attempt to Rebrand
Microsoft’s foray into the fashion world is not just a whimsical venture but a calculated move to rebrand itself. The tech giant has long been perceived as a company focused solely on software and enterprise solutions. However, with the rise of competitors like Apple, which has successfully marketed itself as a lifestyle brand, Microsoft is keen to shed its old image and appeal to a younger, trendier demographic.
The ‘Softwear by Microsoft’ line aims to evoke nostalgia while also tapping into the current trend of retro fashion. The designs are inspired by the early days of personal computing, featuring iconic imagery and slogans from Microsoft’s history. This move is reminiscent of other tech companies that have ventured into lifestyle products, such as Google’s line of branded merchandise and Apple’s foray into fashion with the Apple Watch.
The Impact on Microsoft’s Brand Image
The success of this clothing line could have significant implications for Microsoft’s brand image. If well-received, it could help the company break free from its stodgy, corporate reputation and position itself as a more relatable and trendy brand. This is particularly important as Microsoft continues to expand its consumer-facing products, such as the Surface line of tablets and laptops, and its gaming division, Xbox.
However, the challenge lies in execution. Previous attempts to make Microsoft “cool” have met with mixed results. The Seinfeld and Gates adverts, for example, were widely criticized for being confusing and failing to resonate with the target audience. Similarly, the ‘I’m a PC’ campaign, while somewhat more successful, still struggled to compete with Apple’s highly effective ‘Get a Mac’ ads.
The ‘Softwear by Microsoft’ line will need to strike the right balance between nostalgia and modernity. It will also need to be marketed effectively to reach the intended audience. Collaborations with popular influencers and fashion designers could be one way to achieve this. Additionally, leveraging social media platforms to create buzz and engage with potential customers will be crucial.
In conclusion, Microsoft’s decision to launch a clothing line is a bold and intriguing move. It reflects the company’s broader strategy to reinvent itself and appeal to a new generation of consumers. Whether ‘Softwear by Microsoft’ will succeed in making Microsoft cool remains to be seen, but it is certainly a step in an interesting direction.
BGR via Engadget
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