Ícone de Pesquisa
confeección de moda con restos de telas

20/12/2016

FASHION: ADVERTISING X EVENTS

By Eduardo Vilas Bôas
Fashion Professor at Senac SP

Traditional advertising as done in newspapers, magazines and on television is going through a “credibility crisis”, states Prof. Dr. Edson Crescitelli, from School of Economics, Business Administration and Accounting (FEA) of the São Paulo University (USP).

The popularization of smart phones, from 2010 on, gave consumers easy and constant access to the web. Even so, “[…] the most recent technological innovations – such as the Internet, digital TV and data transmission via mobile devices – tend to provoke deep changes in the media and not in advertising itself, at least not directly” (CRESCITELLI, 2004, p. 4). In other words, advertising continues to influence the population, but increasingly through portable media.

In the American scenario, according to research1 carried out by the Internet Advertising Bureau (IAB), the investment in digital advertising surpassed the budget for network TV since 2013. The digital media has increasingly attracted supporters of marketing communication strategies since it offers better segmentation, lower costs and faster propagation, besides allowing online interaction with the consumer (immediate feedback).

Two of Prof. Crescitelli’s affirmations deserve to be analyzed: (i) although businesses view the credibility of advertising with suspicion, many still choose to advertise; and, (ii) although expenses with event sponsorships are still relatively low, they are increasing as an alternative.

The fashion industry may be a good paradox for these affirmations, once we have witnessed the impoverishment of traditional fashion weeks (events) and the reduction of ads in fashion magazines (advertising).

Fashion shows and graphic ads have had to face the audiovisual option as a strong competitor (see online campaigns on YouTube) since fashion shows require a great amount of financial resources, reach a very limited audience, offer very little emotional interaction and involvement, besides a very short life cycle (the novelty wears off with the appearance of something newer).

Printed advertisements in magazines also involve high publicizing costs, not to mention that their life cycle only lasts till the next edition reaches the newsstands. Another relevant aspect is the target audience’s profile, once young people are more into fashion and have deeper electronic habits.

Alternative events such as Victoria´s Secrets Fashion Show and Monange Dream Fashion Tour (Brazil) have changed the traditional format of shows by appealing to storytelling and live broadcasting on television and the Internet, with supermodels, refined sceneries, stories, famous musicians, which stimulates buzz marketing, interaction with the client, and increases the ad’s life cycle.

 

Brands such as Christian Dior have invested in movies instead of television commercials. In 2009, the Lady Dior campaign was publicized in magazines and through videos, in four main parts: Lady NoireLady RougeLady Blue and Lady Grey. Each product was presented in a short film involving an atmosphere of mysteries, intrigue and seduction, in order to catch the consumer’s eye and create an environment for highlighting the attributes of power and seduction produced by the brand’s bags.

Another relevant aspect pointed out by Crescitelli (2004, p.12) is “the inadequate and socially condemnable approach used to persuade consumers”, which traditional advertising has used and that has affected its credibility.

A current example is the policy that the American brand Abercrombie & Fitch has used in its language in advertising campaigns. The brand’s now former CEO , Mike Jeffrie, publicly declared that “he doesn’t want his core customers to see people who are not as hot as them wearing his clothing. People who wear his clothing should feel like they’re one of the cool kids”2. The designer label has already been sued in the U.S. and in France for inspiring a culture that values slimness and discriminates obese people (the brand does not sell plus sizes).

References

1 Research available at < http://www.b9.com.br/47955/advertising/investimento-em-propaganda-para-o-digital-ultrapassa-verba-da-tv-aberta-pela-primeira-vez/ >

2 Interview available at < http://vogue.globo.com/moda/moda-news/noticia/2013/05/polemica-ceo-da-abercrombie-nao-quer-consumidores-gordos-diz-autor.html >

CRESCITELLI, Edson; SHIMP, T.A. Comunicação de marketing [Marketing communication]. São Paulo: Cengage, 2012. Chapters 7 and 19.

CRESCITELLI, E. Crise de credibilidade da propaganda: considerações sobre seu impacto na eficácia da mensagem [Advertisement credibility crisis: considerations on its impact on the effectiveness of the message]. Revista FACOM – Faculdade de Comunicação da FAAP, 2004, 2. semestre. (AE)

Leave a Reply

Your email address will not be published.


Você também pode gostar de ler:

Discontinuity Notice of Audaces Apparel Vers. 11 and 12

22/08/2022

Discontinuity Notice of Audaces Apparel Vers. 11 and 12

Escrito por Audaces

macro trends

12/05/2022

What is macro trends? Understand what its impact on fashion is

Escrito por Audaces

cutting fabric

10/05/2022

How to obtain quality and precision in the cutting fabric process?

Escrito por Audaces

Integration between software and machines

19/04/2022

Integration between software and machines for even more efficient clothing 

Escrito por Audaces

emale entrepreneurship

14/04/2022

Female entrepreneurship: how do women act in strengthening the industrial sector? 

Escrito por Audaces

industrial-technology

12/04/2022

Find out how technology has been applied in the industrial sector

Escrito por Audaces

lean-manufacturing

05/04/2022

Lean manufacturing: knowing the principles and making the most of them

Escrito por Audaces

industrial-automation

31/03/2022

Industrial automation in the context of clothing 4.0 – discover the benefits 

Escrito por Audaces

fashion editorial

29/03/2022

How to produce a fashion editorial – Audaces complete guide 

Escrito por Audaces

Artificial_Intelligence

24/03/2022

What is Machine Learning and how does it work in Industry 4.0? 

Escrito por Audaces

textile-fabric

22/03/2022

Textile fibers: everything you need to know about the subject: Audaces manual 

Escrito por Audaces

cloud computing

17/03/2022

Cloud computing: what it is and how its technologies help in the making of clothes

Escrito por Audaces

What is beautiful

15/03/2022

What is beautiful? Know your concept for the art and fashion world

Escrito por Audaces

PCP for fashion clothing

10/03/2022

What is PCP and its importance in fashion making?

Escrito por Audaces

digital transformation

08/03/2022

Digital transformation: benefits and impacts on industries and clothing

Escrito por Audaces

Audaces 30 years

03/03/2022

30 years of Audaces: an interview with founders Claudio Grando and Ricardo Cunha

Escrito por Audaces

trends of the year

15/02/2022

Trends of the year 2022 for the textile segment

Escrito por Audaces

process mapping

10/02/2022

The importance of process mapping for manufacturing

Escrito por Audaces

fashion collection

08/02/2022

Learn about the processes involved in creating a fashion collection

Escrito por Audaces

time-management

03/02/2022

Time management: Learn to manage your time and leverage your results

Escrito por Audaces

the-future-of-the-apparel

01/02/2022

Industry 4.0: Everything you need to know about the future of apparel

Escrito por Audaces

Data analysis and Business Inteligence

25/01/2022

The importance of BI for data analysis and decision-making

Escrito por Audaces

Big Data

21/01/2022

Big Data: what it is and how it contributes to Industry 4.0

Escrito por Audaces

13/12/2021

Iris Van Herpen and her 3D Techniques in the fashion world

Escrito por Audaces

The biggest Spring/Summer 2022 trends for men

01/12/2021

Textile technology: trends for the year 2022

Escrito por Audaces

audaces-isa-gerenciador-de-colecoes-audaces

26/11/2021

Audaces ISA: The best Fashion PLM in the fashion market

Escrito por Audaces

textile technology

22/11/2021

Textile Technology: Trends for fashion Industry

Escrito por Audaces

person selecting clothing model on holographic screen

16/11/2021

The importance of IoT for Industry and Clothing 4.0

Escrito por Audaces

Industrial IoT

08/11/2021

Industrial IoT: What is?

Escrito por Audaces

Textile Industry 4.0

05/11/2021

Textile Industry 4.0: the revolution that all clothing needed

Escrito por Audaces

digital-technology

03/11/2021

Digital Transformation for the fashion industry through Industry 4.0

Escrito por Audaces

what-is-your-fashion-style

14/08/2020

Fashion styles: what’s yours?

Escrito por Audaces

04/08/2020

What is Muslin fabric and what is it for?

Escrito por Audaces

crepe-fabric-what-is

21/07/2020

Crepe fabric, what is

Escrito por Audaces