T-Mobile has long targeted women with Catherine, Carly, and a rose-tinted focus on families. But as a girl looking at the sleek, airy redesign that T-Mobile plans to roll out at 400 of its stores, I had to ask:

Could so much magenta scare off the boys?

“I think Hello Kitty lives there,” word geek Marika Malaea posted on Facebook.

But magenta has its moxie. There’s an electricity in the color that makes it edgier than “it’s-a-girl” shades of, say, carnation. Virgin America’s cabin lighting is purple. Maybe magenta is the estrogen-emergent androgynous color of now?

Or maybe (definitely) it’s just pink.

“I think it looks girly,” tweeted Kurt Clark. “Not edgy, more ‘Me Too.'”

Or naughtier.

“T-Mobile’s new store looks like it took a wrong turn down a street in Amsterdam,” tweeted word geek Craig Scanlan.

Maybe it won’t affect guys at all.

“It’s not like I’m going to move in, so I don’t mind,” wrote programming geek Ian Molee.

Or maybe it will.

“It’s like the awkwardness a guy can feel entering a department store surrounded by women’s clothes and cosmetics, granted to a lesser degree,” wrote a Seattle developer who asked to remain anonymous.

“There doesn’t seem to be a trace of anything in their brand that would appeal to male customers,” tweeted PR geek Eric Wittke.

Or is there?

“I don’t care if it’s girly,” wrote Seattle’s Tri Nguyen. “Just give me the T-Mobile Girl :)”

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  • http://www.paulbalcerak.com/ paulbalcerak

    I don’t think it looks “girly” so much as it looks like a club that was designed by Tom Haverford.

  • http://twitter.com/moniguzman Monica Guzman

    @paulbalcerak:disqus Watched my first full episode of “Parks and Recreation” just a few weeks ago. Hilarious. And yeah, I see what you mean …

  • Anonymous

    I don’t give a shit. Please restrict the articles to tech and startups.

  • Anonymous

    Girly attracts women comprising of 50% of the demo. If they can dominate this group, it seems like a smart strategy.

    • http://twitter.com/moniguzman Monica Guzman

      Always good to differentiate. Though I wonder how well this particular strategy works for T-Mobile. I’d be curious to learn…

      • Anonymous

        My guess is that they are taking a hard look at what is out there with Apple and trying to emulate it. I wonder if they are taking a “social” strategy where the store is seen as a common meeting ground for like people, almost in the same way that bar/lounge would be setup. If this is the case, then the assumption is if we gear towards women, then men will come here to get technology too because their wives/gfs/or women will be here as well.

        I think you have an interesting question here and probably needs a follow up from TMobile as to why. They may not tell you their secret sauce but still worth it.

        • http://twitter.com/moniguzman Monica Guzman

          Agree, @kipsteele:disqus , it really would be neat to hear the strategy behind targeting women in the mobile space. The movie industry has long operated under the (true) assumption that marketing blockbuster films to young men will bring women along for the ride. They’ve seen decades of that. The mobile market isn’t brand new, but it’s still figuring some things out about consumers…

          • Anonymous

            True . I think if the biggest blockbuster will be done if it is a family oriented product. Look at family movies, Mom, Dad, and Junior all have to go to the new Disney film. The space for little kid phones in nominal for now.

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