In the onset the style industry was among the first to embrace the medium of outside poster advertising. Over 100 years later, nothing has altered. Fashion advertising still makes up about a higher proportion from the large format OOH advertisements we have seen today, shown on posters and billboards everywhere.
Indeed, the most recent trendy clothing brands are following a illustration of competent fashion companies and dedicating a constantly-growing part of their advertising spend to OOH advertising.
Memorable Fashion Poster Promotional Initiatives
Who could forget Wonderbra’s Hello Boys campaign during the 1994? The poster campaign saw model Avoi Herzigova pose simply in her own under garments, using the image spread across 96-sheet billboards across the nation.
Another success was David Beckham’s legendary 2009 Armani under garments ad. From 6 sheets around the London Subterranean to some 6-floor giant poster on Selfridge’s in London’s Regent Street, this campaign would be a hot subject of debate worldwide, leading to extensive attention for Golden Balls themself and also the Armani brand.
Because the official mall provider towards the London 2012 Olympic and Paralympic Games, John Lewis designed a grand loyal gesture by enveloping their flagship Oxford St stores inside a huge building wrap featuring the union flag to exhibit their support for British athletes. The outside of the Stratford City store overlooking the Olympic park was decked with giant vinyl stickers featuring products. The OOH display ongoing the gold medal theme of John Lewis’s print marketing campaign and generated considerable attention.
More lately, Myleene Klass’ Littlewoods campaign received much attention at the outset of the entire year if this was erected on the 472m sq giant poster at Union Street in Glasgow. The super-size Littlewoods poster marketing campaign using the picture of her outfitted simply inside a bikini was most definitely awe-inspiring and it was seen by nearly 750,000 shoppers and passers-by in Glasgow city center.
Change of Emphasis
How come increasingly more fashion advertisers avoiding standard advertising in publications and broadcast media? Newspaper readership is quickly declining and also over-saturation of typically placed advertisements missing true originality has rendering most TV advertising ineffective. The prospective audience instantly filters out adverts as well as uses new technology to skip them on tracks of TV programmes.
Jaded consumers who’re being constantly bombarded with advertising messages crave novelty. The understanding is obvious for fashion brands: they have to focus on their audience’s desire to have innovation by seeking alternative formats for disbursing their brand message.
Fashion brands are prepared to pay reasonably limited for innovative types of advertising that build genuine emotional connections with individual consumers. That’s the reason they’re so keen to benefit from the most recent developments in OOH advertising. Nothing can beat smartly designed eye -catching fashion advertising posters to get close up and private with local neighborhoods.
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