June 30, 2008
social object: “sweaty betty”
Sweaty Betty. Though I’m not exactly their target market, I love this brand. They have a store next door to one of my regular London watering holes, which is how I first came across them. From the moment I read their sign, I just “got it”.
The name is fun, it’s memorable, it describes what they’re selling perfectly, and it’s so… English. It doesn’t take itself that seriously. Though Sweaty Betty is going for the upper end of the market, this isn’t gym wear for the uptight, self-important crowd.
And yes, it’s a social object. Their story is easy to relay at a cocktail party, even after a couple of drinks. Some nicely designed gear, a good vibe and a fun name; sometimes that’s all you need.
‘Easy to relay, even after a couple of drinks’ — Love That!
it’s fun definitely, a social object certainly. But the connotations that come with the name, for me, over ride anything to do with the brand, i.e. fat horrible dinner ladies from secondary school, scooping terrible food onto plastic plates. As apposed to young ladies in well fitting gym wear. seems like they’re doing alright for themselves though.
oh and then there’s the classic macc lads song to contend with, of course.
There is a beer called “Sweaty Betty”, too.
http://www.boulderbeer.com/NewsApril05.htm#Betty
don’t sweat the petty stuff.…
don’t pet the sweaty stuff.
Well, I’m a sweaty betty customer and fan. In fact, when I found them (by chance) I went and raved to several fellow cyclists. I went in because it looked fun instead of hardcore, I left with a bag because it WORKS. The clothes actually fit normal women (the skinny ones too), are made well, and hold up to real activity. You say it’s high end, but I consider it more fit for purpose. It wasn’t more expensive than any of my other cycling gear brands.
(and it reminds me that I need more of their socks)
And there you go. I’m commenting on a blog about it. The social object is working.
Am I the only one who glanced at this really quickly and thought her nipples were visible?
You probably already know this, but there used to be a chip shop near Leeds University called sweaty betty’s … in the seventies I remember it. Mind you, there was probably one in every town.
I told my wife about this and she pointed out that there’s a branch in the town where we live, somehow it never registered with me.
I know that shop. I always walk past it. There’s another one that I really like in Soho:
http://theworldofm.wordpress.com/2008/02/25/ye-olde-sweet-shoppe/
Keith Handy wrote:
“Am I the only one who glanced at this really quickly and thought her nipples were visible?”
No, you’re not. And I am sure that’s not accidental.
I’m sure it’s “subliminable”. ;O)
Dunno about the nipples, but the “a” and “d” of adidas on the poster “surround” the boobs for sure
Very straight-forward brand name to use which easily conveys the product range. Awesome!
Hey,
Can you tell where exaclty is this located ?
Sounds quite interesting
Thanks,
Ale
http://blog.ale.com.pk
Coincidentally I came here after reading about momofuku ko, the NYC restaurant with only 12 seats where people go nuts trying to get an online reservation. It also has buzz.
But in the case of the restaurant, and it sounds like this store as well, the store/item in question has a high level of core quality.
If you have the quality, you can do the social object. But I think a lot of people these days are trying to bypass the long, hard road to creating high quality, in favor of just doing some cool new marketing trick.
You gotta have the quality first, and that is the part that takes years of sweat (which is why most people don’t want to do it). After that you can probably throw practically any social object, or none at all.
If Sweaty Betty’s workout clothes were bad, it would fail despite the name. If they’re really good, you could put any crazy thing in there (Velvet Frog workout clothes! The store with that gives you a velvet frog with every purchase!) and get the buzz.
Hugh proves the point. The man making social objects has cool cartoons to support it (skill developed over years).
We have a favourite watering hole in Toronto called Sweaty Betty’s (http://www.sweatybettysbar.com/index.htm) with the right attitude:
“And how many more times…?
Don’t ask us to mix you a frilly drink.
Just order at the bar, there’s no table service.
Damn tourists.”
I’ll take you next time you’re in town.
Even though I’m not a) female, or b) a gym fan, I still like this brand. Despite the connotations of the name, it just works.
On a more important note, which branch is this? If it’s the one I’m thinking of I’m wondering if the watering hole you mean is 2 Floors?