I’m not sure who at Dell thought that this would be a good idea but where they did something interesting and cool with their Digital Nomads blog they have in turn blown it with their new site for women called Della. Yup you heard that right – Della, a cute play on the Dell name but beyond that this is just a plain bad idea.
Sure all the pictures used on the site are of young attractive socially conscious high income women; but when you mix in terms like cute to describe laptops, or how they can join the Cyber Sisterhood, or use free guided meditations to help them chill I think the word condescending comes to mind pretty quick. Not just satisfied with those “girlie” phrases you can also find phrases like “finding recipes”, “counting calories” and “on the go lifestyle” littered around the site.
Why is it whenever we have companies trying to market to women they automatically assume that they have to be treated or talked to differently. After all do they really think women who are interested in computers and tech wouldn’t know how to use the main Dell site?
Dumb .. just plain dumb.
hat tip to SlipperyBrick