Frugalista Controversy

L.Jay — Sat, 10 Oct 2009 13:46:47 +0000

Target ads have a new theme – the “Frugalista”. From what I can gather from the commercials, the Frugalista is a woman with style, class and family who appreciates nice things, but is on a budget. Sounds Fabuless! The commercials are engaging and fast-paced, and definitely try and beat in the point that Target is your go-to store for available items in every category – from dishware to cosmetics to clothes.

We are a fan of the big box retailer that competes with Walmart by offering higher-end discount shopping. There are indeed good deals to be had at Target (particularly in the women’s clothes department!) and their Superstores offer a dynamic variety of produce and other goods, particularly compared to Walmart. Target’s Archer Farms grocery line is innovative, and definitely appeals to fabuless tastes.

Target’s coining of the term frugalista is pretty hot, although it’s a bit rough on the tongue. And really, we’re just glad they didn’t start calling the women in the ads “fabuless”!

But apparently there is one Miami news reporter/blogger who is unhappy with other’s use of “frugalista”. U.S. News reports that Natalie P. McNeal, a Miami Herald blogger, has hired a lawyer to send cease and desist letters to other bloggers who call themselves “frugalistas”. McNeal has filed for a trademark on the word “frugalista”, but similarly, so has Target, for the term “fashionista frugalista” (wow that’s a mouthful).

According to the U.S. News article, the term “frugalista” is so prevalent that it appears in the dictionary, and it is used by dozens of bloggers. But McNeal’s lawyer defended her legal move to the magazine reporter:

[attorney Alexis Hart]McDowell emphasizes that other writers can still use the word “frugalista” in their stories—which may seem obvious, given the fact that it is a commonly used word—but that they cannot identify themselves as a “frugalista.”

At least one blogger has changed her name after receiving a cease and desist letter from McNeal’s lawyer. But based on the parameters McNeal outlines for trespass on her trademark, Target may be in the clear.

Who wants to tackle Target anyway??

The Fabuless Life » Legal

Frugalista Controversy