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April 2, 2006
Does the Wal-Mart Exsto Men’s Clothing Brand Name Stand Out?
Wal-Mart has just announced a new line of clothing, designed by the G-III Apparel Group and aimed at "young men with an urban flair." Its name? Exsto.
This is a fitting name (pun intended) for the image Wal-Mart wants to present. Exsto is Latin for "stand out, project, be conspicuous, be visible." Just what anyone looking for style wants to do.
Admittedly, not too many of Wal-Mart’s customers speak or read Latin. Many are Latin-American, however, and may think of the Spanish esto, meaning "this." As in "this is the one."
What do you think of the new Exsto brand name?
Technorati Tags: Wal-Mart, Exsto, Clothing, Fashion, Apparel
Posted by William Lozito at April 2, 2006 11:55 PM
Posted to Apparel | Brand Naming | Branding | Linguistics | Marketing | Naming | Product Naming | Retail | Trademarking
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My "Exsto" asscociations:
Ex: ex wife, ex girlfriend, Exxon
Is it an acronym? extreme, excessive, expert, store, stove, stock ...
I think the "x" and "s" don't go so well together, makes me wonder how to pronounce the thing.
Overall: Don't like the name. Not emotional, too hard, doesn't fit to a line of clothing. Sounds technical. More like "Exsto - the new power tool in town" or medical / cosmetical: "Exsto - the new way to get rid of pimples and blackheads, extra strong formula!"
I had Latin at school for several years: I didn't see the pun. Alright, my grades were bad at best.
I had Latin for two years myself, but I don't remember much of it -- it's not as if I find daily uses for it.
But the pun wasn't Latin, as far as I can tell. A "fitting" name for a clothing line. Clothes... fit... get it?
By the way, I agree with you. The xs leaves me wondering how to pronounce it. I can't hear much of a difference between "ex-to" and "ex-sto" and it sounds to me like a title given to a former digit on a person's foot: "I was born with six on my right foot, but had one removed when I was a baby, so now I have five toes on my foot and one exsto that I keep in a jar as a souvenir."
Exsto I believe will be an exciting new brand. I recently purchased an EXSTO Jogging suit on my visit to Pensacola Florida. The Name caught my eye first, and then the beautifully designed clothing. I thought it would cost much, much more than it did. The price is very reasonable for such beautiful clothing. People always want to know where they can get EXSTO wear. I tell them at walmart, and they are really surprised.
I have a 13 year old son (african american) and he loves the exsto line, the clothing is made well and it has an urban feel that can be dressed up or down. I feel very comfortable with him wearing it even to church.
For Christmas I got him the Flyer Jacket which he loves, it will keep him warm and its not too bulky, I wish they made apparel for teen girls. Wal Mart has also upgraded in other mens apparel as well.
The Name is what first got my attention. I am a Marketiing Director and I know that what jumps out at you is what people remember.
Good Job!
Interesting to read this post about it here.
The name reminds me of "Eleganza."
http://www.boingboing.net/2007/06/18/eleganza-1970s-male-.html
Long before my time, but old Eddie Murphy routines and my uncle call back to the days. Design doesn't look as ridiculous. And at $15? I'll pick it up.