"Customer Is The Model" Trend &Nbsp; Burst Into The Luxury Brand Position.

"

Recently, if you look at fashion magazines at newsstands, you will find a surge of rebellion, including camel, lace and low heels.

However, this is not a real big change, but a small foreplay of future trends.

Soon, brands will take ordinary girls' daily life scenes directly to magazines, such as girls running in the morning, walking dogs and working in offices.

Now, such a girl is already an advertising model of Tod 's, L.K. Bennett, Le Comptoir des Cotonniers and other brands.

Are these experimental fashion advertisements aimed at supporting the controversy over the ban on the zero size figure, or in protest against the computer hard touches that have recently been heavily criticized by the media? Or even ironically, this is just another clever propaganda tool, like the less famous London Fashion Week designer, Mark Fast, who used the big model Crystal Renn to come out in the show.

Seem,

Of course, after all, this is the fashion industry. As usual, we need a certain threshold.

So the selected girls are slim, charming and confident.

Of course, they can't be clumsy and ugly.

Italy brand Tod 's's policy is almost the same.

The models they invite are ordinary people who are carefully selected and dressed, though they seem to be full of life's reality in those advertisements with rough news pictures.

AmericanApparel also used a similar strategy to use the image of ordinary salesperson on billboards.

Under the circumstances that fashion brands are trying to become approachable, ordinary girls (though they have outstanding appearance enough to become a professional model) are considered to have more appeal than unnamed professional models.

Of course, this is not the first time an ordinary woman has ever made a gorgeous advertisement.

The beauty brand Dove began to use inexperienced, advertising models with different sizes as early as 6 years ago, although some people later revealed that the photos had been retouched by some computers.

The French brand Le Comptoir desCotonniers is famous for its romantic teenage style. Its classic mother daughter advertisement has impressed us deeply.

Boden, Asda, Morrisons and other popular brands also followed closely, and verified the increasing effect of ordinary women on brand attractiveness.

But in the final luxury brand position, change has only begun to emerge. Luxury advertising is no longer as dogmatic as it used to be, only with photographers and supermodels.

But is this trend really coming from the sky without any sign? You just need to look at the fashion version of the times and find that we are much more interested in the street work on TheSartorialist than the Cheryl Cole's another show on the red carpet.

LisaBamber, executive partner of EuroRSCG advertising company, said: "people have been fed up with the hypocrisy of famous celebrities to promote fashion and beauty."

Most people have realized that the real image of a supermodel after work is quite different from that of the stage.

CindyCrawford once said, "when I wake up, I never feel like CindyCrawford."

Dressing a model as a cover girl is always a time-consuming task, from lighting, hairstyle to makeup to be carefully decorated.

So people began to understand why for ordinary people, a smart, beautiful, and enviable occupation of geophysicist, than a senior high school has not graduated from the 17 year old professional model looks more approachable and approachable.

For brands, this is exactly telling customers: my clothes are really suitable for every ordinary person.

"Interestingly, L.K.Bennett is connecting the distance between high-end fashion and the general public," said CEO Lisa Thomas, M&C Saatchi advertising.

Many brands try to expand the mass market, but they do not start with the trend.

L.K.

The image of ordinary people is fresh and vivid. They stand out from the vast sea of faces and have a deeper charm.

Of course, fashion dealers are not charity ambassadors after all. So please don't forget that Unilever gained significant sales growth after Dove's advertising campaign.

So fashion brands only hope that this strategy can make their cash registers more busier.

Dove's market research data show that 95% of the women surveyed claimed that they would prefer to see ordinary women in advertising rather than models (in 2004, the figure was only 74%).

But is this a little idealized? As Bamber said, "it does not mean that we should use ordinary, ugly people to shoot advertisements.

Most women just want to see a more beautiful shadow.

In group surveys, I have noticed the need for balancing induction and rationality.

Ordinary women can bring attention, but still have to show them the most beautiful side.

We believe that what people want and what people really want are two totally different things.

In fact, not everyone believes that the "real" model is the trend of the future.

Nick Howart, executive partner of CHI &Partners advertising company, said: "everyone is tired of skinny supermodels, claiming that fashion ads will become more and more" real ".

But they forget that fashion is always a luxury away from reality.