Wednesday, February 15, 2012

what do I know

BHLDN - do you know how to pronounce this? 

I picture seeing this on a vanity license plate but actually I found this during my antiquated habit of reading the newspaper.  This new store's name is pronounced “beholden” 

The retail company Urban Outfitters just open their second BHLDN store in Chicago and the business section of the paper had an article on it. I’ll admit the name of the story attracted my interest. I struggle to comprehend the thinking behind the dumb name. It could be that I just don’t text enough so this abbreviated language is too foreign to me. 

Since lack of knowledge regarding the subject matter seldom prevents my critical ramblings, I will continue. 

I can’t hold a candle to their expert product naming:

Trained Vine Candleholder ?? why not call it numbered candleholders

Sure I’m no target customer and I’m still trying to remember their store name, but that didn’t halt my online research. Here’s a bit from the BHLDN web site profile page: 
“There are no checkboxes. No fill-in-the-blanks. On the contrary, we think a moment should be as layered and dimensional as the woman standing within it.” 

Wow aren’t you a special layered dimensional customer. Now a typo on that last sentence would be fun. 
“Demented vs. dimensional” 

However their corporate owners Urban Outfitters at least are more honest in their company description:
“Our goal is to offer a product assortment and an environment so compelling and distinctive that the customer feels an empathetic connection to the brand and is persuaded to buy.” 

The brand name BHLDN just doesn’t connect with me. Your thoughts? 

And now totally unrelated to this. Would you enjoy some background music? All background music should have great whistling like this song.


(proofreading provided by C. F. Eyecare)

14 comments:

unknownmami said...

So they are targeting women that don't like vowels?

jnoragon said...

This too shall pass.  It must be in the everything old is new again category.

lisleman said...

 Good - like your funny comments.  No vowels just vows - it's a wedding store.  I wish I had thought of that phrase for the post.

lisleman said...

 Fads can be big business if you catch them at their beginning.  thanks

Bearmancartoons said...

Funny I read it as "BAHLDIN" as in balding.

lisleman said...

 It sure would be funny to go into this store and ask for the hair treatments for men.  thanks

Shrinky said...

I'm with you on this one, at first glance I thought it was some internet abreviated jargon, like ROFL (which I still don't understand)..  but I do recognise the name "Urban Outfitters", they are the shysters who keep filling up my spam folder with countless emails every day!  Now, tell me, do I LOOK like a woman who prefers to talk without vowels..?

lisleman said...

Being British you even sprinkle a extra vowel in words like colour or behaviour.  If your talking is as good as your writing, then a conversation with you would be delightful especially over tea and biscuits.  Actually I would rather have a pint and chips. 
BTW (By The Way) ROFL is Rolling On the Floor Laughing which is level above LOL

Secret Agentwoman said...

As layered and dimensional as the woman standing within it?  What the hell does that mean?  And I'd like to buy a few vowels for their store.

lisleman said...

 Honestly I pull that directly from their web site.  I'm very glad to not be the only one unsure of their message.  At least the parent company was upfront about "persuaded to buy".  Make them an offer on the vowels.

Sew Ducky said...

I am their target audience, and the fact that the name annoys the holy goobers out of me means I will give my fiance's money to someplace that, oh, uses real words.

Honestly, this is a trend for the young, hipster women that Daddy is buying dresses for, who want to spend, spend, spend without being too embarrassing to Mommy and Daddy. 

I can't get past the name, or the ugly dresses, enough to be more then blah about it.

lisleman said...

 Holy goobers - you are the first reader to use those words.  Thanks sharing your view.  Young hipster women with parental funding - that's the "Bridesmaids" parody - right?  Congrats on your engagement.

CaliforniaGirl500 said...

I enjoy deciphering vanity plates.  They are so fun.  When I still lived in LA, back in the 70s, there was a blonde with a white corvette in our town whose license read
HE PAID.  

lisleman said...

 funny thanks - leaves me wondering who "he" was - ex, current, ?

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