Why Fashion Advertisers Enjoy Significant Format Outside Posters

In the onset the fashion market was one of many 1st to embrace the medium of outdoor poster advertising. More than a hundred years later, practically nothing has changed. Fashion marketing nevertheless accounts for any higher proportion with the significant format OOH ads we see right now, displayed on posters and billboards everywhere.

Indeed, the newest trendy clothing brands are following the instance of far more established fashion organizations and dedicating an ever-increasing portion of their advertising invest to OOH advertising.

Memorable Fashion Poster Advertising Campaigns

Who could forget Wonderbra’s Hello Boys campaign back in the 1994? The poster campaign saw model Eva Herzigova pose just in her underwear, using 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 subject of discussion worldwide, resulting in extensive media coverage for both Golden Balls himself along with the Armani brand.

As the official division store provider for the London 2012 Olympic and Paralympic Games, John Lewis created a grand patriotic gesture by enveloping their flagship Oxford St shops within a big building wrap featuring the union flag to show their support for British athletes. The exterior from the Stratford City shop overlooking the Olympic park was decked with giant vinyl stickers featuring style accessories. The OOH show continued the gold medal theme of John Lewis’s print marketing campaign and generated considerable media coverage.

Far more not too long ago, Myleene Klass’ Littlewoods campaign received substantially interest in the starting with the year when it was erected on a 472m sq giant poster at Union Street in Glasgow. The super-size Littlewoods poster marketing campaign with the image of her dressed merely within a bikini was most definitely focus grabbing and was observed by almost 750,000 shoppers and passers-by in Glasgow city centre.

Change of Emphasis

Why are increasingly more fashion advertisers turning away from typical marketing in print and broadcast media? Newspaper readership is quickly declining and over-saturation of traditionally placed ads lacking accurate originality has rendering most Television marketing ineffective. The target audience automatically filters out adverts and even takes benefit of new technologies to skip them on recordings of Tv programmes.

Jaded consumers who are getting continually bombarded with advertising messages crave novelty. The understanding is clear for style brands: they should cater to their audience’s desire for innovation by in search of option formats for distributing their brand message.

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