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There are two sides to the story. Long drawn battle. Both advertising agencies and fashion houses disagree on each other s methods. According to advertising experts most fashion advertising will never pass a true advertising test. Cliched and repetitive. No Big Idea.
According to Art Director, Thomas Lenthal who has worked for brands such as Dior and YSL, In Fashion you don t need an Advertising Agency you just need an address book with a handful of names in it -Many up market fashion brands don t have a marketing department. The designer becomes the Artistic Director in charge also of advertising imagery. -In 2004, Chanel spent 26 million pounds on a TV commercial and press campaign to re launch No5, starring Nicole Kidman, directed by Baz Luhrmann, director of Moulin Rouge. The fashion fraternity raved about the commercial. However, commenting on it, adman Trevor Beattie ( Chairman and creative Director of London based ad agency TBWA said the ad sucks so hard it nearly vacuumed my living room carpet . Beattie himself was responsible for creating the most successful British high street brand, French Connection UK. He changed the brand name to FCUK FASHION and with it changed the fortunes of the brand. Great example of how Advertising strategy and understanding the target audience works for a brand. Other great examples of what advertising can do for a fashion brand include the campaigns for Levis and Diesel. Both brands use advertising agencies. -On the other hand there are examples of brilliant advertising for a fashion brand that have been created by a team consisting of the fashion designer of the brand, an art director and a fashion photographer working closely as in the case of Dior with the team of John Galliano, Thomas Lenthal and Nick Knight. Together they created 2 controversial but highly effective campaigns for Dior dubbed Porno-Chic and Trailer-Park- Chic respectively. Both had a raw, almost sleazy look drawn from Lenthal s insight into the brash brutality in Galliano s designs. - The bottom line is that Fashion Advertising , to be successful, MUST capture the essence of the brand whether created by an ad agency or not. Although ads can look similar, codes saturate the image and the target audience receives the message almost subliminally. -Also, the cost effectiveness of the formulaic style of traditional advertising can be questioned when you consider that you can make the phone ring off the hook by placing the right jacket on the right celebrity at the right party - Therefore it is safe to state that unlike traditional Advertising in Fashion advertising there are a lot of other elements that constitute the success of the brand.
having first dressed up a series of attractive young women whom he called sosies or doubles . They were merely suppliers much like the small tailoring outlets in India. But Fashion is based on creating a need. the very first designer. knowing they would create a buzz as they mingled in high society. As he grew in popularity. Fashion designers follow this trend even today But most important was his persona. so to speak Born in Bourne. Lincolnshire 13/10/1826. Fashion is a factory. Was English. do they magically became FASHION Fashion brands employ many techniques to persuade us to part with hard earned cash. His clients trusted his taste. designed dresses for his young French bride who also worked in the store. so did his ambitions. his market was French Before him. Left for London due to financial problems. Customers noticed and appreciated the designs. colour and design Humble background. in a league of his own - - - - - . This is what fashion marketing is all about Traditional Marketing is based on need. He was the first to actually sit his clientele down and give them a little show . Only when marketers get hold of them. Otto Bobergh to set up WORTH&BOBERGH Big break came when he designed for Princess Metternich. Got a job at a drapery store GAEGLIN&OPIGEL. where in reality there is none. Empress Eugenie spotted the dress and summoned the designer. Did away with bonnets and cut dresses closer to the body but more than all that is the fact that his success can be attributed the fact that he was a marketing genius. Teamed up with a wealthy Swedish draper.The Fashion Designer as a Brand When clothes leave the factories where they are made they are merely garments or apparel . At the age of 20. Was soon given a small room at the back of the store to display his designs. setting him apart from the rest. Worked as a book keeper at a drapery firm. He always knew best. left for Paris. wife of the Austrian ambassador to Paris. he would identify fashionable women on whom he would place his dresses. The concepts of the fashion show and the fashion ramp model were born Also. Bruno Remaury Charles Fredrick Worth In a sense the very first fashion brand was none other than Charles Fredrick Worth. Dapper with a prominent moustache dressed head to toe in velvet beret cigar in mouth be-ringed greeted clients reclining on a divan furious temper All this contributed to a distinct brand image that had a huge positive rub off on his designs. Clients chose the fabric. In his spare time. Previously dress designs were displayed on wooden busts and scaled down versions were sown onto dolls and sent out as promotional devices. that manufactures desire Fashion Scholar. You take a product that corresponds to an existing demand and attempt to prove that your product is the best in its category. Son of a local solicitor. dressmakers did not create styles or dictate fashion.
Demonstrations. Appearances by designers and celebrities. Manish Arora etc when they are no more can the brand outlive them? FASHION PROMOTION GOALS and STRATEGIES The goal of fashion promotion is to ensure that in the highly competitive fashion market the consumer is reached out to in as many ways as possible. What some fashion designers do is art and I have an incredible respect for it. While advertising will account for a chunk of the promotional expenditure it is not the only avenue that fashion designers and retailers take to reach their market. Peroxide blonde striped sailor sweaters his Pain Couture showing where he dressed up his models in freshly baked bread is just one of the many things that set him apart TOM FORD . he brought together all the ingredients of contemporary fashion marketing 1. decisions can be made as to what would be the best promotional strategy to adopt. -Sometimes a personality dominating a brand can be dangerous eg When Tom Ford quit Gucci. 3. 5. and the advertising and promotional budget. not leaving the onus entirely on traditional advertising. Institutional events such as charity shows. 2. there are always exceptions. but I don t pretend to be anything other than a commercial designer and I am proud of that Positions himself in a niche that is all his JOHN GALLIANO Very flamboyant. What happens to designer labels like Rohit Bal. we still have popular fashion designers who stand apart because of the distinct personalities that they are they are brands JEAN PAUL GAULTIER First fashion designer to cross over into the realm of the pop star. The options include 1. Media plays along because a people story is always a good story. Depending on the size of the organization.Fashion Shows. 8. In-house video programming. Holiday Parades. swash buckling Closer home. Indian designers like Rohit Bal/ Manish Arora also have personalities that create an identity for the clothes they create.CELEB MODELS 4. Basically. If Galliano leaves Dior.- In short . RUNWAY SHOWS 2. ELITISM In the fashion world today. Actually made a record How To Do That ( Ow To Do Zat !!). 4. when Paul Smith retires from Paul Smith. Always was in the forefront with his three day stubble. open white shirts and burning gaze. CHARISMATIC BRAND SPOKESMAN 3.The man who became fused with Gucci and contributed hugely to the brand s success before venturing out on his own. Of course. Miuccia Prada for one stayed in the background and let her clothes do the talking . 6. Sampling . Special campaigns and celebrations. a glamorous star designer in most cases is one of the main factors that separates a luxury brand from high street fashion. 7.
. Also . The challenge is to be creative and at the same time not allow special effects to take away from the product.THE FASHION SHOW In many ways. transforming women into Egyptian goddesses are worth their weight in sunglasses and handbags For the amount invested in a show. The show must illustrate the brand and aid brand recall. Easy to stage and more cost effective they are ideal for specific collections. also demonstrates the effectiveness of the product. Here the celebrity professional models can be replaced with amateurs. . walk casually around the store displaying the clothes to people in the store. TV in fact if a shoe does well. -Not an art but an element of marketing. The sublime creations that John Galliano produces for Dior. Informal Modelling where models dressed specifically. newspapers. Besides the goodwill. Designer/ Celebrity Appearances Creates a buzz and bring in the crowds Demonstrations The presence of artists who can create a makeover look for consumers visiting a fashion retail outlet. might resolve to Runway Parades where the staging area may be a dept store that has been cleared and refitted with a ramp and audience chairs. -The product has to be right however if everything around it is right you can make a good product look fabulous Imp to create the right mood every detail is vital. For eg at Chanel s spring/summer 2005 show. -Expensive/extravagant-but with the potential to be highly effective. The fashion shows are in fact almost like live advertisements . Nicole Kidman re-enacted live the expensive tv spot for Chanel No 5. Works like Corporate Advertising. Because of the growing importance of accessories ramp shows often recall the brand s advertising for the same. designers don t need to buy ad space for a year -Fashion retailers who might be a little apprehensive of the huge costs involved in a fashion show. -Captive target audience -Must be positioned right -Important reminder medium for the brand s actual advertising. push limits of creativity and so creates an impact on all other lines of the same fashion house. fashion shows accomplish for the fashion industry what traditional advertising does for others.Haute Couture works as a great marketing ploy. you can generate 10-100 times the cost in free advertising in terms of photographs in magazines.the Louis Vuitton show. Fantastic tool to demonstrate the prestige of the house. same season featured clashing metallic colours in keeping with the look in the commercial for LV sun glasses.
this is a very effective method of fashion promotion.This is done by some retailers to draw attention to themselves by featuring events that are not specifically merchandise oriented but are intended to bring people to their stores where they will be motivated to buy.In-House Video Programming .Macy s Thanksgiving Day Parade in New York coproduced with NBC is the ultimate example of what a promotion of this kind can do for a brand. . Sampling. The annual Macy s New York flower show that heralds the arrival of spring.Intended to introduce the product and then persuade the consumer to buy later. Special Campaigns and Celebrations A great example is the what Harrod s does to kick off their annual storewide sales. transforms the main hall of the flagship store into an overflowing botanical garden always has a huge impact on sales. retailers often use themes to dress up their stores and create a buzz. Started by Estee Lauder. Institutional Events. Very effective.Often used by leading fashion designers to display their clothes in a variety of styles and situations. Celebrities from all over the world arrive in a parade of horse drawn carriages creates huge public interest. Holiday Parades. Also.
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