The other day I was perusing the Filofax UK website just to see what’s new, and ran across “As Seen In…” which is a collection of magazine articles featuring Filofax organizers and accessories. My favorite is in the December 2008 Glamour magazine which showcases some very beautiful Filofaxes. My fantasy Filofax, the Deco in Ivory, makes an appearance. But I was surprised that I was even more attracted to the red Amazona, shown in action. I was ready to rush out and get one and had to hold myself back!
Filofax marketing interests me, especially in this technological age. Some of the magazine articles classify Filofax as “retro” in a trendy way. Others point out the practicality of a planner that never crashes. Many of the writeups mention the tactile nature of the leather and paper. I was surprised that there were at least as many ads geared toward men as women, because it seems (to me at least, maybe to others too) that most of the new Filofax styles lately are geared toward women, at least in the
I wonder if, in this economy, people are buying more Filofaxes than electronic organizers? Cheaper, and possibly more reliable. Or, I wonder if people are treating themselves to a nice Filofax instead of a bigger, more expensive luxury? This makes me think of the “lipstick effect,” which is: when the economy is bad and people have less disposable income, sales of lipstick actually go up. The theory is, when women can’t afford new shoes or clothes, but they still want a pick-me-up purchase, they buy lipstick. Could a Filofax be the lipstick of the electronic organizer world?