Fashion Advertising Problems and Strategic Solutions Throughout the Years by

Padlet Focus

courtneytominus — 2023-12-12 22:46:34 UTC

This Padlet will explore the problems that each of these fashion brand's faced, and how their unique advertising strategies helped to solve their problem and reposition them in the market. I have chosen to focus this Padlet on five effective and influential fashion advertising campaigns throughout history:

Chanel "Share the Fantasy"- 1979
Calvin Klein "Know what comes between me and my Calvins? Nothing!"- 1980
Levi's Jeans "501 Jeans"- 1984
GAP "Who Wore Khakis" 1993
Burberry "From London with Love"- 2014

Defining Deconstruction

courtneytominus — 2023-12-12 22:57:53 UTC

A deconstruction is a methodology commonly used in advertising to closely examine existing, successful ad campaigns. The goal of a deconstruction is to break down the key components of the campaign and explore the effectiveness of the advertising's approach and strategies. This means understanding the reason for advertising, who the ad is trying to reach, identifying the strategies and messages used, etc. A deconstruction is a useful tool that can assist future practitioners like myself to gauge the overall effectiveness of past advertising campaigns.

Chanel "Share the Fantasy"- 1979

courtneytominus — 2023-12-12 23:04:33 UTC

In the late 1970s, Chanel faced problems keeping its classic products relevant and standing out amongst its competitors. Chanel introduced "Share the Fantasy", which emphasized selling an aspirational lifestyle, weaving narratives of exclusivity, refinement, and sophistication. The "Share the Fantasy" advertising campaign aimed to breathe new life into Chanel, portraying the brand as a symbol of fantasy, sophistication, and modernity.

"Share the Fantasy" uses an affective "sexy strategy" messaging strategy, focusing on fantasy and the power of sexuality to reach the target audience. The advertisement features a beautiful young woman watching an attractive young man swim in her swimming pool. This interaction is portrayed in a sexual, yet tasteful manner that allows consumers to envision themselves in the same fantasized way.

Creative Strategy Statement:

To convince older women that Chanel will evoke the essence of fantasy and timeless elegance due to its impact of changing cultural landscapes and influence on pop culture.

Calvin Klein "Nothing Comes Between Me and My Calvins" - 1980

courtneytominus — 2023-12-13 00:57:53 UTC

In the early 1980s, Calvin Klein was seeking to distance itself from its more traditional and conservative image and appeal to a younger, edgier demographic. The brand aimed to break away from the conventional and embrace a more provocative and controversial approach to its advertising.

The "Nothing Comes Between Me and My Calvins" campaign uses a "testimonial strategy", featuring well-known actress, Brooke Shields in its commercials and print ads. The tagline, "You want to know what comes between me and my Calvins? Nothing," was delivered by Shields herself in the television commercials. The advertising campaign also uses a storytelling "reposition the brand" messaging strategy to reposition Calvin Klein as a bold and daring brand. This strategy aimed to change consumers initial perceptions and generate buzz around the brand.

Creative Strategy Statement:

To convince young, fashion-forward individuals that Calvin Klein is the most desired premium-denim brand due to its edgy and bold individuality.

Levi's Jeans "The 501 Blues"

courtneytominus — 2023-12-13 01:02:17 UTC

In the mid 1980s, Levi's Jeans aimed to reposition its "501 jeans", which were closely associated with cowboy imagery, as a timeless, everyday staple. At the time, Levi's was facing increased competition from other denim brands. The campaign aimed to reinforce the brand's connection to American heritage and the authenticity associated with the Levi's 501 style.

"The 501 Blues" advertising campaign uses an affective "heritage" messaging strategy, connecting the brand with the roots of blues music and American cultural heritage. The advertising features the "501 Blues" jingle, showing everyday people walking around in their 501 jeans. By associating the product with an authentic and longstanding tradition, Levi's aimed to position itself as a genuine and reliable choice. The campaign also uses a

Creative Strategy Statement:

To convince all-American traditionalists that Levi's Jeans are a timeless staple that never goes out of style.

Burberry "From London with Love"- 2014

courtneytominus — 2023-12-13 01:14:38 UTC

In 2014, Burberry aimed to differentiate itself amongst its competitors and foster emotional connections with consumers for the holiday season through its advertising campaign, "From London with Love". The campaign intended to position Burberry as a brand that not only embodied timeless elegance, but also celebrates the modern and vibrant spirit of London. Burberry wanted to convey to consumers that it is more than just a classic luxury brand.

"From London with Love" uses a "vignette" and "testimonial" messaging strategy, following popular British figure, Romeo Beckham, through a four minute "mini movie". Beckham is featured walking around, choosing the best Burberry gifts for the holiday season. The campaign also uses a "heritage" messaging strategy, celebrating the brand's origins as a British luxury fashion house. The end scene of the advertisement features the London skyline, portraying to consumers that Burberry is a brand that appreciates culture and traditions.

Creative Strategy Statement:

To convince British and global audiences who appreciate timeless fashion that purchasing Burberry products evokes the magical feelings of London's festive spirit.

GAP "Who Wore Khakis"- 1993

courtneytominus — 2023-12-13 01:25:30 UTC

In the early 1990s, the brand GAP experienced a decline in sales and faced criticism for being out of touch with contemporary fashion trends. The brand struggled to resonate with the younger and more fashion-forward demographic that was gravitating towards trendier and more individualistic clothing options. The "Who Wore Khakis" advertising campaign aimed to inject a sense of chicness, diversity and relevance into the brand's image.

"Who Wore Khakis" uses a "testimonial" messaging strategy to show influential public figures wearing traditional GAP clothing. This strategy aimed to show younger consumers that it is "cool" to wear GAP clothing, because all of their favorite celebrities are.

Creative Strategy Statement:

To convince younger, fashion-forward individuals that GAP is a trendy and chic clothing brand because of its impact on popular influential figures.