Can Fashion Disconnect to Reconnect?

NEW YORK — Is fashion advertising effective when it’s incongruous with images conjured by a brand’s products? Or does the disconnect erode...

View Slideshow

The bottom line, said brand-loyalty specialist Passikoff, isn’t whether an ad makes creative use of disconnect. “The issue is whether it sells anything,” he emphasized. And especially so, as magazine fashion ads — the longtime staple of apparel marketing — continue to face a diversifying range of competitors: Word-of-mouth, emerging media, guerrilla marketing and store-as-theater are on the ascent. “The windows of the Diesel and French Connection stores in SoHo function like a TV screen, as a vehicle to inspire and provoke,” observed Saatchi & Saatchi’s Roberts. “They’re not about product. Stores are the next theater of dreams; it’s where 80 percent of people make purchasing decisions,” he noted. “One day, fashion magazines will be dominated by nonfashion advertising,” Roberts projected.

Or, as Boston Consulting’s Silverstein put it: “There is a lot of shower advertising out there today; ideas thought up in the shower that just don’t work. We’ve found effective ads combine information about a product’s technical benefits with an emotional component that gives people a basis for belief,” he related. Ads with an absence of those attributes, Silverstein added, “are irrelevant — and marketers would be better off investing their money in product.”

View Slideshow
Page:  « Previous ...
load comments


Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.
News from WWD

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

getIsArchiveOnly= hasAccess=false hasArchiveAccess=false