By on August 27, 2012
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Isaac Mizrahi’s most notable accomplishment to date might be copping a feel off Scarlett Johannson on live TV. Now, the fashion designed is trying his hand (no pun intended) at automotive marketing.

Mizrahi will be launching a new clothing line dubbed “Malibu Style” that is “inspired by the new Malibu”, that will be sold exclusively through the daily deal site LivingSocial.

What’s the point of this exercise? We’re not really sure…there is this great quote, from Kristen O’Hara, CMO of TimeWarner Global Media Group, which is helping to promote the tie-in. O’Hara claims that

“We really focus on [leveraging] fashion as a thread of conversation around the Chevy Malibu,”

I have no idea what the fuck that means, aside from a bunch of hackneyed marketing buzzwords strung together to sound important. Apparently this is GM’s attempt to “put a stake in the ground and commit to the growing women’s segment…”. God help us all. Especially those with two X chromosomes.

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52 Comments on “New Clothing Line Coming, Inspired By 2013 Chevrolet Malibu, Targeted At Stylish Women. This Is Not A Joke....”


  • avatar
    tkewley

    I’m guessing Mr. Mizrahi needs some quick cash.

  • avatar
    dts187

    A clothing line for ponderous, bland women inspired by a ponderous, bland car!

  • avatar
    DeadWeight

    Follow the $$$, no matter the subject matter, industry or context.

    As the economy continues to grind lower (despite green shoots journalism and due to deficit spending and radical central bank interventionism that we’ll all pay for sooner rather than later), more persons that formerly found financial success by way of offering goods or services to a broad base of loyal customers (having the eagerness and ability to buy their goods/services) are finding that they have to sacrifice their souls on the altar of corporatism & culling the lemmings in order to maintain anything remotely approximating their former standard of living.

    We don’t see soup lines in the United States only because 50 million Americans have their credit card looking EBT cards (the modern look of welfare) that they can swipe for food (and under the counter, cigarettes, alcohol and lottery tickets, if they’re willing to sell their “electronic credits” at a discount).

    But we do see “celebrity fashionistas, designers & artistes” lowering their already pathetically low standards by the day in these times.

    • 0 avatar
      dolorean

      Wow Moriarty, you really have those negative waves. I believe the purpose of the ad and the action is to sell directly to women; convincing them again that Chevy is the way to go to be hip and stylish. Not sure how this connects to the economy, which unless you live on NewsCorp media, is actually managing to recover from its state in ’08.

      That aside, I’m very glad you mentioned the amazing ability of the greatest country in the world to manage to keep its citizenry from starving with a social program that may not always work perfectly but works well enough to keep soup lines at bay.

      As for celebrity fashionistas whoring themselves to keep on camera or sell more crap, let me know when that hasn’t happened. Cause I find it hard to believe its a new trend.

      • 0 avatar
        DeadWeight

        You are correct inasmuch as it’s not new that humans- or the overwhelming majority of humans- gravitate towards the most revenue garnering activities, in good times and bad.

        My point was that in all but atypical times, most who are perceived as having special skills, expertise, talents and a level of competence in a particular field that casts them above and beyond their peers tend to also have standards that they will not violate, for fear of damaging their reputations permanently, even if there’s a lot of money to be lost.

        These are atypical times, with the biggest structural change in the U.S. and European economies to take place since WWII.

        Expect to see a lot of pimpin’ by those formerly thinking they were too good to need to resort to such measures to try & keep their bills paid.

    • 0 avatar
      1000songs

      Wowzers – too bad there isn’t a door prize for stretch of the day. You just managed to leap headfirst from a lame marketing campaign featuring a lame car and a lame designer to soup lines. Better cover up – your agenda is showing.

    • 0 avatar
      tresmonos

      Nothing stops one from using unemployment benefits via EBT to fund malt liquor or cigarette purchases. Ask me how I know.

      • 0 avatar
        car_guy2010

        @tresmonos- I wouldn’t know. Never did that when I had EBT. Can’t think of many who have except for a woman or two that I know.

        Please, the negative stereotypes about EBT have got to go, unless you like sucking up to the same rich people that ensure your dependence upon social programs.

  • avatar
    GarbageMotorsCo.

    Maybe Mizrahi plans on renting the clothes out like Hertz does with the Rentibu?

    • 0 avatar
      Secret Hi5

      I haven’t seen a rental Malibu (yet), and I rent cars a few times a month.

      • 0 avatar
        CJinSD

        Come to San Diego. The first 2013 Malibu I saw had rental written all over it, just as the first batch of Camaros did here. Private customers in the places where they still haven’t learned about imports were paying markups, and here Camaros were sitting in rows across the street from the airport.

  • avatar
    sunridge place

    Honda does a tie in with Sprinkles Cupcakes for the female-heavy CR-V….

    http://www.honda.com/newsandviews/article.aspx?id=6537-en

    Lexus uses eco-fashion…

    http://pressroom.lexus.com/releases/lexus+eco+fashion+challenge+winners+2011.htm

    Not really that unusual to try some different ways to reach a key market.

  • avatar
    Nick

    Well, the good news is that an MBA class of the future will have another baffling marketing case study to consider.

    • 0 avatar
      mr_muttonchops

      It’s funny. I’m taking a marketing course this semester, and when asked to present examples of terrible and fantastic marketing, all I could think of were a bunch of shitty ones from GM. From “not your Father’s (really awesome) Oldsmobile” to the Volt Dance. I’m waiting for them to try and figure out a way to market the Camaro as a green car for hip, trendy women living in the city.

      • 0 avatar
        ranwhenparked

        I think I remember covering the Not Your Father’s Oldsmobile one as a Harvard Business case study. Taking a brand from the 3rd best-selling nameplate in the country to dead in about 15 years took some seriously biblical levels of incompetance. Also known as Roger Smith.

      • 0 avatar
        dolorean

        Oldsmobile did its own slitting of the throat without help from GM. That marketing plan came from the mark, not the division. Automobile magazine did a great story on the Rise and Fall of Oldsmobile back in ’04, which gives perspective of the demise.

        As for the worse marketing campaign, in terms of results, has to go to the Snakes on a Plane blitz.

      • 0 avatar
        APaGttH

        I don’t know, Microsoft shelling out $20 million to by Seinfeld to do two bizarre and borderline pointless ads with Bill Gates, that ran for maybe two weeks is definitely up there with bad ads.

        RoidAway place directly on the roid!
        RoidAway place directly on the roid!
        RoidAway place directly on the roid!
        RoidAway place directly on the roid!
        RoidAway place directly on the roid!
        RoidAway place directly on the roid!
        RoidAway place directly on the roid!
        RoidAway place directly on the roid!
        RoidAway place directly on the roid!
        RoidAway place directly on the roid!

  • avatar
    Polar Bear

    Didn’t they have a pink Malibu Mr. Mizrahi could drive?

  • avatar
    CJinSD

    The comic relief provided by GM’s asinine efforts almost makes the bailout worthwhile. Almost.

  • avatar
    fredtal

    Proof again that marketing is just bs.

  • avatar
    fincar1

    Meanwhile, 0bama gives a one-on-one to an editor from Glamour magazine that I suspect will run under Celebrity Gossip….

  • avatar
    TruthTorpedo

    I’m not getting all the hate here. Woman buy cars why not create a campaign that can connect woman to a car through a well known fashion designer? I think it’s creative and new and smart of GM to target segments of the market that are generally ignored by car companies. I recall GM putting out a Cadillac ad featuring a rather beautiful woman driving an CTS a while back. Also they received lots of praise for putting out that Volt commerical targeted to the gay/lesbian community.

    I say good on the General for being so forward thinking!

    • 0 avatar
      dolorean

      +1 TruthTorpedo. Blatant anti-GM thought-speak. It doesn’t matter what GM does, they can’t change the hate.

    • 0 avatar
      psarhjinian

      “Woman buy cars why not create a campaign that can connect woman to a car through a well known fashion designer? ”

      Because this is not a fashionable car, and partnering it as at such is going to be ignored at best and seen as facetious and pandering at worst. Women don’t buy mass-market capital appliances on the grounds of fashion.

      I mean, yes, you could certainly do this with the Fiat 500 or Mini Cooper, or perhaps any number of near-luxury products. But this? No. You may as well try to sell a Gucci-branded Maytag.

      • 0 avatar
        TonyJZX

        bit of truth there ^^^

        this is up there with the Spark for youngsters

        they seem to want to push their cars into a demographic that doesnt suit or want them

        they aren’t bad or even mediocre cars but they aren’t sexy or trendy like they wish them to be

      • 0 avatar
        APaGttH

        Nothing was fashionable about Crocs either, but they were the “it” thing to have due to very successful marketing.

        Never, ever, under-estimate the power to convince.

        What, the pet rock was exciting?

        I hear clear tail lights were all the rage once upon a time.

        Malibu isn’t sexy? Nope. Nor is a Corolla-S with a bunch of plastic hanging off of it either, but women do appreciate campaigns targeted directly at them, when done right. The done right part is yet to be seen.

  • avatar
    Polar Bear

    Maybe GM didn’t get the memo, but there is only so much marketing gimmicks can do if the competition makes better cars.

  • avatar
    Rod Panhard

    So it’s taking the Lincoln Continental special editions by Bill Blass or Pierre Cardin to another level. Or is it any different than Harley-Davidson putting out their line of “motorclothes” or the whatever….

    I don’t think it’s really any different. Mizrahi has been selling stuff at Target for quite a while. So a tie-in with the Chevrolet Malibu? Really, it should have been “Malibu Barbie” first, and Isaac Mizrahi second….

    • 0 avatar
      geeber

      Lincoln intially offered designer editions of the Continental Mark IV and V in the 1970s, when it had serious street credentials as a luxury car. The tie-in with those designers made sense at that time.

      This Malibu effort reminds me more of the Cardin and Gucci editions of the Hornet Sportabout in the early 1970s. The Sportabout wasn’t remotely a luxury car, nor a particularly fashionable one. Attaching special badges to it, and using nicer upholstery on the seats and headliner, did not make it one.

      I doubt that this connection will make the Malibu either fashionable, or prestigious, either. Cars in this class simply are not.

      • 0 avatar
        cfclark

        @geeber: I do agree with you, first of all…I don’t see this going anywhere, although some cash will go into Mr. Mizrahi’s pocket. But I think this goes the designer-edition Continentals one better (or worse)…this is akin to Mark IV-inspired Bill Blass clothing, instead of Bill Blass-inspired Mark IVs. If I read that right.

        I don’t get what Target gets out of a partnership with Isaac Mizrahi, seems to me Target is pretty clever at branding all by itself. The “bullseye” is instantly recognizable and has been for years.

      • 0 avatar
        APaGttH

        Nautica edition Mercury Villager minivan anyone?

  • avatar
    el scotto

    Soon to be on E-bay with deep discounts, under the “Fashion” section

  • avatar
    Zackman

    I whole-heartedly approve of Isaac Mizrahi’s fashion idea. However, as skinny-legged as many of the models are, perhaps he should have a back-up campaign for an Impala line of clothing!

    - don’t make me explain…

  • avatar
    BrianL

    I don’t know if this was done under Ewanick, but this idea is terrible.

    I will also say this. What inspires fashion often has nothing in common with the final product. My wife watches some of those clothing shows, and they go around New York in some of the challenges to see what inspires them for fashion. Apparently, the Empire State building inspired clothes win a lot. I don’t see it though.

  • avatar
    Secret Hi5

    Without knowing the cost-benefit ratio of this advertising scheme, it seems too early to draw a conclusion, but lets all prematurely spew forth!

    (Can’t wait to hear Buickman’s opinion on the ad!)

  • avatar
    cannyfriar

    But hey, is not just the most beautiful and smart thing to do right here and in this moment, with all of you beautiful and smart people in this gorgeous website: isn’t it just to read all of these wonderful and enlightening comments with an Isaac Mizrahi voice? It makes the world a better place, in a frothy latté way, in just the way that the Malibu reminds me of cupcakes and poodles, too.

  • avatar
    nickoo

    Wow, this could shape up to be another total failure for the failed Malibu from GM. Ellen and the massive failure attempts at transformation at JCP (denim bar, no cashiers, store within store by brands…Are you Serious??) are proof that this kind of kitsch doesn’t sell to a large segment of Middle America. Middle America buys Chevy (Impalas because of the value proposition) while the rest of the country moved on to the Asian brands. The worst part: Even the Germans did chevy better than chevy with the NMS Passat–it’s a much better car, much better marketed, and much better value than the Malibu, why would anyone buy the Malibu when there is so much better to be had at better price points?

  • avatar
    Darkhorse

    This is insane. I think designer editions work for full sized Caddys and Lincolns but Malibus? Give me a break.

    The ad remids me of a visit I once made to Key West. A local guy who’d lived there for 30 years told me that if I ever dropped my wallet, to kick it back to my hotel.

    • 0 avatar
      sunridge place

      Its not a designer edition Malibu…pay attention before you bash.

      This is basically a cheap social media (facebook) campaign with a ‘celebrity’ leading the conversation targeted to women who watch Project Runway and look at offers from Living Social (where he’s selling his line of clothes)

      He’s a designer who sold his crap at Target in the past…and he’s a TV show host/judge on a very popular show with females.

      • 0 avatar
        FromaBuick6

        Oh, goodie. TTAC has another knee-jerk defender of all things GM.

        It’s the reliably predictable comments like this from posters like you that make it such a joy to perpetuate the jokes about burning Volts and the Daewoo Cruze.

      • 0 avatar
        sunridge place

        Not sure what your problem is….is there something factually wrong with my comment above?

        The comment above mine seemed to indicate that there was a ‘designer edition’ of the Malibu which is incorrect. He said it was ‘insane’ that there was such a Malibu when no such Malibu exists.

        I attempted to put the context of the advertising into perspective. Perhaps the ‘knee jerk’ reaction was the declaration of ‘insanity’ over a model of a vehicle that does not exist?

        Opinion is opinion…facts are facts. I even stayed away from his homophobic comment.

      • 0 avatar
        APaGttH

        @sunridge place

        Don’t worry about FromaBuick6, he loathes any intelligent comment and then baits the poster. There are a few like him here. It’s my understanding that Roger Smith ran over his dog while driving an Oldsmobile when he was a child, he’s never recovered. FromaBuick6, the dog was killed on impact and well Roger Smith? Well Roger did a great job of running GM into the ground.

  • avatar
    fredtal

    Got me to thinking about celebrity endorsments, this article suggests they do help, but there are some caveats.

    http://www.smartmoney.com/spend/family-money/do-celebrity-endorsements-work-1300481444531/

  • avatar
    CarShark

    I’d just like to take this time to register my dislike of the name “Malibu” being used on a four-door family car, instead of a four-place convertible or station wagon, like it should be

  • avatar
    hifi

    I met this man briefly. No words can express how irritating he is.

    “This collection was inspired by things I loved as a kid. Like poodles and cakes.”

    Ooooohkay, that’s really a stupid thing to say. Couldn’t that have been edited out?

    Anyway, no one that follows fashion can deny that he’s talented. And I actually think the Malibu is a really good looking car. So I guess someone thought this was a smart mashup.

  • avatar
    Tinker

    What? No Malibu bikinis? No Malibu Sun tan lotion(SPF 3)? No Malibu Seat covers? No Malibu Jumper cable cozies for Women to buy?


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