In the onset the fashion industry was on the list of 1st to embrace the medium of outdoor poster advertising. More than a hundred years later, absolutely nothing has changed. Fashion advertising still accounts for a high proportion with the significant format OOH advertisements we see these days, displayed on posters and billboards everywhere.
Certainly, the newest trendy clothing brands are following the example of extra established style firms and dedicating an ever-increasing portion of their advertising invest to OOH advertising.
Memorable Style Poster Advertising Campaigns
Who could forget Wonderbra’s Hello Boys campaign back inside the 1994? The poster campaign saw model Eva Herzigova pose just in her underwear, using the image spread across 96-sheet billboards across the country.
Another major hit was David Beckham’s iconic 2009 Armani underwear ad. From six 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 each Golden Balls himself along with the Armani brand.
Because the official department shop provider towards the London 2012 Olympic and Paralympic Games, John Lewis created a grand patriotic gesture by enveloping their flagship Oxford St retailers inside a massive developing wrap featuring the union flag to show their help for British athletes. The exterior with the Stratford City shop 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 not too long ago, Myleene Klass’ Littlewoods campaign received a lot consideration in the beginning in the year when it was erected on a 472m sq giant poster at Union Street in Glasgow. The super-size Littlewoods poster advertising campaign using the image of her dressed simply inside a bikini was most absolutely interest grabbing and was seen by almost 750,000 shoppers and passers-by in Glasgow city centre.
Transform of Emphasis
Why are increasingly more fashion advertisers turning away from regular advertising in print and broadcast media? Newspaper readership is quickly declining and over-saturation of traditionally placed advertisements lacking correct originality has rendering most Tv marketing ineffective. The target audience automatically filters out adverts and even requires benefit of new technology to skip them on recordings of Tv programmes.
Jaded buyers who are getting continually bombarded with advertising messages crave novelty. The understanding is clear for style brands: they need to cater to their audience’s wish for innovation by looking for option formats for distributing their brand message.
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