{"id":34387,"date":"2014-09-17T13:02:17","date_gmt":"2014-09-17T12:02:17","guid":{"rendered":"http:\/\/amateurphotographer.co.uk\/?p=34387"},"modified":"2022-05-11T16:19:46","modified_gmt":"2022-05-11T15:19:46","slug":"photokina-interview-olympus-targets-followers-fashion","status":"publish","type":"post","link":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/photokina-interview-olympus-targets-followers-fashion\/","title":{"rendered":"Photokina interview: Olympus targets followers of fashion"},"content":{"rendered":"\t\t
\n\t\t\t\"Toshi\t\t\t

Toshi Terada<\/p>\n\t\t<\/div>\n\t\t\n\n

Explaining the rationale behind the recent launch of the Pen E-PL7<\/a>, Mark Thackara, national marketing manager for consumer products at Olympus UK, said: \u2018Basically we were so fed up with people saying \u201cwhy hasn\u2019t [a Pen] got a viewfinder\u2019, that we launched the OM-D.\u2019<\/p>\n

After much discussion Olympus bosses realised they needed to target people who don\u2019t complain about a lack of viewfinder.<\/p>\n

The move follows Olympus\u2019s success in marketing its CSCs to females in the Japanese market.<\/p>\n

\u2018Those types of users are also looking for something that looks professional, not a toy,\u2019 said Toshi Terada, a products planning manager at Olympus Japan (pictured above).<\/p>\n

Thackara added: \u2018Essentially, [the target market] is people under 30 who use a phone and don\u2019t really know what a viewfinder is.<\/p>\n

\u2018If you take that to the next stage, it\u2019s a simple case of the compact market disappearing because everyone\u2019s got a cameraphone.<\/p>\n

\u2018That\u2019s polarising into special interest hobbies, but there\u2019s still this reasonably large group of people who are a little bit ambitious about their photography, and who like the idea of being creative.<\/p>\n

\u2018So, you marry the whole thing together, and the reason for the positioning we are using with \u201cfashion\u201d is because \u2013 from lot of research we have done \u2013 this is what everybody loves to talk about.<\/p>\n

\u2018Not only is it very visual but it\u2019s one of the most discussed, shared topics\u2026\u2019
\n\"Olympus<\/a>Image: The Olympus Pen E-PL7, launched last month, was very overtly aimed at the selfie generation
\n<\/em><\/p>\n

He said that some people realise that if they get a good quality image on a blog then they \u2018get better traffic\u2019, without the need to carry around a large SLR.<\/p>\n

At the same time, Olympus hopes that fashion opinion formers will promote the Pen camera through their social media presence.<\/p>\n

Thackara said Olympus realised it must \u2018talk to right audience\u2019, rather than targeting the wrong people.<\/p>\n

He suggested photo enthusiasts should buy a OM-D E-M10<\/a> if they want a viewfinder.<\/p>\n\"OLYMPUS\n","protected":false},"excerpt":{"rendered":"

Olympus is aiming its Pen compact system cameras at young, fashion-conscious women who do not fear the lack of a viewfinder, the firm tells AP in an exclusive interview<\/p>\n","protected":false},"author":32,"featured_media":34386,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[39],"tags":[],"product-category":[],"class_list":["post-34387","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-photo-news"],"yoast_head":"\nPhotokina interview: Olympus targets followers of fashion - Amateur Photographer<\/title>\n<meta name=\"description\" content=\"Olympus is aiming its Pen CSCs at young, fashion-conscious women who do not fear the lack of a viewfinder, the firm tells AP in an exclusive interview\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/photokina-interview-olympus-targets-followers-fashion\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Photokina interview: Olympus targets followers of fashion\" \/>\n<meta property=\"og:description\" content=\"Olympus is aiming its Pen CSCs at young, fashion-conscious women who do not fear the lack of a viewfinder, the firm tells AP in an exclusive interview\" \/>\n<meta property=\"og:url\" content=\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/photokina-interview-olympus-targets-followers-fashion\/\" \/>\n<meta property=\"og:site_name\" content=\"Amateur Photographer\" \/>\n<meta property=\"article:publisher\" content=\"http:\/\/www.facebook.com\/Amateur.photographer.magazine\" \/>\n<meta property=\"article:published_time\" content=\"2014-09-17T12:02:17+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-05-11T15:19:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/other.kelsey.host\/amateurphotographer\/wp-content\/uploads\/sites\/16\/2014\/09\/toshi.web_.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"630\" \/>\n\t<meta property=\"og:image:height\" content=\"840\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Kieran Alger\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@kieranalger\" \/>\n<meta name=\"twitter:site\" content=\"@AP_Magazine\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Kieran Alger\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/photokina-interview-olympus-targets-followers-fashion\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/photokina-interview-olympus-targets-followers-fashion\/\"},\"author\":{\"name\":\"Kieran Alger\",\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/#\/schema\/person\/47bd8408e6e1b67584b93e6bf7702fb7\"},\"headline\":\"Photokina interview: Olympus targets followers of fashion\",\"datePublished\":\"2014-09-17T12:02:17+00:00\",\"dateModified\":\"2022-05-11T15:19:46+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/photokina-interview-olympus-targets-followers-fashion\/\"},\"wordCount\":352,\"image\":{\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/photokina-interview-olympus-targets-followers-fashion\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/other.kelsey.host\/amateurphotographer\/wp-content\/uploads\/sites\/16\/2014\/09\/toshi.web_.jpg\",\"articleSection\":[\"Latest news\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/photokina-interview-olympus-targets-followers-fashion\/\",\"url\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/photokina-interview-olympus-targets-followers-fashion\/\",\"name\":\"Photokina interview: Olympus targets followers of fashion - 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