Over the weekend, Dell launched a female-targeted microsite called Della - primarily focusing on the exploding netbook market. Through visual and behavioral language, the site was created to appeal solely to women and is yet another attempt to capture this influential gender using a more mass-relatable approach than the Adamo by Dell. Below are my thoughts on its success.

Pros:

• Concentrates language on the role technology plays in a woman’s life vs. feeds/speeds
• Gives a sense of community through testimonials and social networking avenues
• Creates empowerment by supporting female artists and highlighting their achievements

Cons:

• Uses forced language such as “excited” or “OMG-that’s-so-cute-I-want-one!” that is contrived and stereotypical
• Overwhelmed with patterns, colors and unrealistic photography which gives a consumer takeaway of disposable fashion vs. like-minded technology
• Tagline “Yours is here.” connotes that this product is the only designed for women, establishing alienation from the rest of the product line