In the onset the style sector was among the list of initial to embrace the medium of outside poster marketing. Over a hundred years later, practically nothing has changed. Fashion marketing nonetheless accounts for any higher proportion of your large format OOH advertisements we see currently, displayed on posters and billboards everywhere.
Certainly, the most recent trendy clothing brands are following the example of much more established fashion providers and dedicating an ever-increasing portion of their advertising invest to OOH marketing.
Memorable Style Poster Marketing Campaigns
Who could forget Wonderbra’s Hello Boys campaign back in the 1994? The poster campaign saw model Eva Herzigova pose merely in her underwear, together with the image spread across 96-sheet billboards across the nation.
Another significant hit was David Beckham’s iconic 2009 Armani underwear ad. From 6 sheets on the London Underground to a 6-storey giant poster on Selfridge’s in London’s Oxford Street, this campaign was a hot subject of discussion worldwide, resulting in extensive media coverage for each Golden Balls himself plus the Armani brand.
Because the official division shop provider for the London 2012 Olympic and Paralympic Games, John Lewis made a grand patriotic gesture by enveloping their flagship Oxford St shops in a big constructing wrap featuring the union flag to show their assistance for British athletes. The exterior in the Stratford City shop overlooking the Olympic park was decked with giant vinyl stickers featuring fashion accessories. The OOH show continued the gold medal theme of John Lewis’s print marketing campaign and generated considerable media coverage.
More lately, Myleene Klass’ Littlewoods campaign received significantly interest at the starting on the year when it was erected on a 472m sq giant poster at Union Street in Glasgow. The super-size Littlewoods poster advertising campaign using the image of her dressed basically in a bikini was most certainly interest grabbing and was noticed by nearly 750,000 shoppers and passers-by in Glasgow city centre.
Change of Emphasis
Why are a growing number of fashion advertisers turning away from regular advertising in print and broadcast media? Newspaper readership is swiftly declining and over-saturation of traditionally placed ads lacking accurate originality has rendering most Tv advertising ineffective. The target audience automatically filters out adverts as well as requires advantage of new technologies to skip them on recordings of Tv programmes.
Jaded consumers who’re being continually bombarded with advertising messages crave novelty. The understanding is clear for fashion brands: they will have to cater to their audience’s want for innovation by in search of alternative formats for distributing their brand message.
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