In the onset the style market was on the list of very first to embrace the medium of outdoor poster advertising. Over a hundred years later, nothing has changed. Fashion advertising still accounts to get a higher proportion on the substantial format OOH advertisements we see these days, displayed on posters and billboards everywhere.
Certainly, the most recent trendy clothes brands are following the example of additional established style providers and dedicating an ever-increasing portion of their advertising commit to OOH marketing.
Memorable Style Poster Advertising Campaigns
Who could neglect Wonderbra’s Hello Boys campaign back in the 1994? The poster campaign saw model Eva Herzigova pose simply in her underwear, with the image spread across 96-sheet billboards across the nation.
Yet another large 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 topic of discussion worldwide, resulting in extensive media coverage for both Golden Balls himself and also the Armani brand.
As the official department shop provider to the London 2012 Olympic and Paralympic Games, John Lewis created a grand patriotic gesture by enveloping their flagship Oxford St stores inside a large constructing wrap featuring the union flag to show their support for British athletes. The exterior with the Stratford City retailer overlooking the Olympic park was decked with giant vinyl stickers featuring fashion accessories. The OOH display continued the gold medal theme of John Lewis’s print advertising campaign and generated considerable media coverage.
Much more lately, Myleene Klass’ Littlewoods campaign received significantly attention 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 marketing campaign using the image of her dressed just within a bikini was most undoubtedly consideration grabbing and was seen by almost 750,000 shoppers and passers-by in Glasgow city centre.
Adjust of Emphasis
Why are a growing number of fashion advertisers turning away from normal advertising in print and broadcast media? Newspaper readership is quickly 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 benefit of new technologies to skip them on recordings of Tv programmes.
Jaded customers who’re being continually bombarded with advertising messages crave novelty. The understanding is clear for style brands: they have to cater to their audience’s wish for innovation by in search of alternative formats for distributing their brand message.
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