Jolyn Clothing: What's the appeal?

Jolyn. A name well known by female swimmers throughout the U.S. They make swimsuits and all sorts of bits and bobs to go with them. But what is their appeal? Who are they trying to get through to? Due to a personal interest, I decided to write this post.

            One of the most prevalent parts of the Jolyn appeal is versatility. After going on their website, one is subject to all sorts of scenarios where a Jolyn swimsuit can be used. The ocean, in the workout pool, surfing, water polo, you name it. Anywhere you can find a swimmer, you can find a Jolyn to go along with them.

            Another important factor to consider about the approach Jolyn uses is athleticism. The company has a target: athletic and fit females from about 16 to 30. None of the models or featured females are near overweight. Some of them may have large breasts or significant curves, but they don't have the extras typically viewed as unhealthy. This really reveals Jolyn's target demographic.

            Jolyn also appeals to competitive athletes. Featuring an Olympic gold medalist in water polo is quite obviously a nod to girls who swim like it's their occupation. It also endorses the product.

            What swimsuit dealer would be successful without appealing to human vanity? Don't worry, Jolyn also knows how to pour sex appeal on their products. Many of the models are very attractive and have excellent figures. Naturally, the buyer will want to feel just as attractive. Sex appeal sells. It is not uncommon to want to be good-looking.

            Jolyn isn't only sexy, it's fun too! Holy moley, the girls in these lookbooks look like they're having a great time. It really adds to the appeal by showing us that these girls are having fun in their Jolyns, so if we get a Jolyn, we'll have fun too. While this is obviously illogical, it can still hit some of the most cynical swimsuit buyers right where it hurts.

            Last, but certainly not least, it's time to discuss Jolyn's blog. One thing that sets Jolyn apart from other companies is their connection to their customers. Often, high concept ads (as I discussed in an earlier post) attempt to form that connection by claiming to fulfill our emotional needs. Instead of that, Jolyn tells us stories of female swimmers, gives us recipes, and talks to us about fitness. What? Talk about underhanded ways of getting people to like you. I'm not saying it's inherently evil or bad, or that it's cruel, but that is some seriously under the table stuff. I mean, it ropes you in. One moment you're looking at swimsuits and the next you're reading some woman's life story. We were going to Los Angeles, but we ended up in Seattle, people, and we also managed to pick up emotional baggage on the way.

            Looking at it like this, it is very clear that Jolyn appeals to the 16-30 healthy female who loves water, participates in some kind of aquatic sport, and has a nice body. Jolyn doesn't attack in the usual way-- it uses its blog and special lookbooks to do it. While all the ads don't necessarily always work, they are definitely appreciated, and what sets Jolyn apart from other companies.

(all lookbook images credited to Jolyn; same goes for logo.)