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Fashion Advertising: Make The Toad With A Somersault.

2010/7/1 14:17:00 36

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Eileen Chang said, "everyone lives in his own clothes".

This sentence is very thought-provoking. Her so-called "stay" refers to the publicity of the dress to the character.

If I go back to the age of wearing green uniform all over the country a few decades ago, I believe that most people can't bear it. Even the houses in Beijing now changed to a uniform, dreary gray and brightly colored.

Fashion industry

The success of the industry has proved the pursuit of individuality from one aspect.

A lot of advertising expenses have been wasted.

Clothes are becoming more and more beautiful and more and more self.

And the advertisements for clothes do not seem to have come out of the same pattern.

Take the star ads that the clothing industry is keen on. It's just two parts of Zhejiang's Ningbo and Wenzhou. "Luo Meng" invited Pu Cunxin and "YOUNGOR" to move to Kris Phillips. Tony Leung and Cecilia Cheung invited the "French School" to invite Tony Leung to join the "mature man" Simon Yam. Besides, there are Aaron Kwok, "Zhuang Ji" Emil Chau, "Luo Zi" and so on.

Since the first clothing company invited celebrities to speak for themselves, everyone has been following suit quickly and not showing weakness. It seems that without star help, the strength of the company is not enough, and the brand can not go up to the same level.

As a result, advertising became the star's showcase, but what brand advertising was forgotten by most people.

At lower levels, some.

enterprise

The introduction of "plain" advertisement: a factory leader's photos are stacked on the background of the factory building. The text is a chairman (General Manager) rate. The workers of the factory greet the society. How many workers and machines are there in the factory?

I wonder if these enterprises have ever thought that this kind of advertising form decades ago will put an impression on consumers in the era of seeking novelty and changing themselves.

As a matter of fact, the advertising consciousness of clothing enterprises is gradually increasing. Many enterprises have also done a lot of advertisements, but in the end they have "lost their wives and folded their soldiers". The huge advertising cost has not been heard, and the market share has been declining day by day under the competition of competitors.

People who are doing business complain that a lot of advertising costs are wasted. Where can they be wasted?

They did not know, nor did they bother to get to the bottom.

As a result, a large number of face similar, creative mediocre clothing ads continue to screen, newspapers, outdoor advertising with us "see each day".

Toad theory

Some business owners may say that advertising is not creative or insipid, it doesn't matter. If I can throw it a few times, will consumers not remember it?

If your company has too much money to throw, it can certainly be done.

But at the moment, most domestic garment enterprises are eager to spend two cents on a penny, so they must try to find a way to save money and do the same thing.

In addition, advertising bombing will cause consumers' aesthetic fatigue and even reverse psychology. When advertising stops, sales volume will be reduced, which will be harmful to the long-term operation of the brand.

So for domestic clothing enterprises, this method is not worth promoting.

How can we let consumers remember their advertisements?

AI has a "toad theory" about advertisements: when other toads do not bark, the first toad will attract people's attention. When other toads start to cry, toads who want to be different will have to shout and jump. If toads are dancing and jumping, how can they stand out?

At this time, toad will play tricks and learn to "somersault" or something.

When applied to advertising, the first stage is equivalent to that of the early 80s of last century, when most domestic enterprises did not advertise, and those who took the lead in advertising, they quickly captured people's eyeballs. In the second stage, with the establishment of market economy, most enterprises had the awareness and action of advertising. Therefore, some enterprises tried to innovate in advertising mode, and invited celebrities to endorse, increase the amount of advertising, and advertise media combinations, so they also tasted the sweetness; and in the third stage, which is the current situation, the above means are used by more and more enterprises.

Information is so rampant that it is hard for people to leave an impression on people's eyes. Therefore, learning to "tumble" and "play tricks" will become the common pursuit of advertising companies and business customers. In other words, advertisements should have distinct personality so that they can be identified and memorised.

How to turn the somersault

How to turn the advertisement "somersault", Italy's Benetton clothing can be called the seeded player in this aspect.

What Benetton has done is "shocking". Its bold advertisement has impressed the world.

Since 1985, Benetton has constantly launched advertising creativity with sensitive topics such as race and country, which has aroused widespread concern in Western media and great controversy among all sectors of society. Advertising has even been blocked.

But Benetton doesn't care at all. Its advertising influence has been magnified because of controversy and closure, which is far from common advertising.

"The minister and the nuns kiss" is one of the most controversial advertisements of Benetton. It uses the deviant behavior of the black priest and the white repair woman to appeal to Benetton's deviant brand personality and conveys Benetton's "gesture" to show the true face of the "real world": let love break through all traditional taboos and bondage, showing the real concern of the brand to human beings.

In the domestic environment, such ads may not be appropriate at the moment, but the courage to break the routine of clothing brands and creativity is not surprising, but it is worth our clothing companies try.

Nowadays, advertising is rampant, consumers generally passively contact advertisements, and advertisements with no bright spots can not afford any waves in their minds.

In the context of consumer psychological acceptance, we should create differences with competitors through communication, so as to make the audience more easily recognize and remember themselves.

Of course, it is impossible for us to be different everywhere.

In this age of information flooding, it is good to have a little difference to remember. If there is a shot in the advertisement that can catch people's heart, this advertisement can be effective even in communication.

Sometimes the idea of good advertising is actually very simple.

In the advertisement, David oggwin put a man wearing a pirate black eye mask on his shirt and set off a distinctive highlight of his clothes. His product also made quite good sales results.

Don't give up.

As mentioned above, "

Tumble

It is to pursue individuation, but individuation is not what we want to do, just like somersault, we must pay attention to skill and beauty.

In the pursuit of personalized advertising, we should try our best to avoid the following misunderstandings.

Individualization is not equal to the vulgar.

One of the ten most vulgar advertisements in the 2002, is a Western-style advertisement. In a lens, a woman who always can't see clearly wears a thin dress and has a "charming style" in a man's arms. The slogan is even more flattering. "Women's demand for men is the requirement of men for Western-style clothes".

The enterprise originally wanted to impress consumers through the commonly used "pornographic" advertisements, but it turned out to be almost "pornography".

How many people do you think you can wear in such a suit?

Personalization is not equal to grandstanding.

The slogan of a western-style trousers is written in this way, "XXI trousers, the pride of Chinese people" - what trousers are these, which make hundreds of millions of Chinese proud?

Such false slogans will only make consumers laugh.

Want them to pay?

Just wait.

Personalization is not the same.

A famous sportswear brand in China has photographed seven advertisements over the past decade, and has done numerous advertising campaigns.

As for a single advertisement, it should be said that most of its advertisements are commendable, but the themes of these advertisements are different from each other, and there is no continuity.

It's like falling down every time you turn to the middle, and tossing it over and over again. At last, you don't get a complete and decent somersault.

The so-called law is not fixed, the way of personalized clothing advertising varies from enterprise to enterprise.

No matter what moves you use, as long as your somersaults turn beautifully, are you afraid that no one will cheer you?