- This is more of the direction the brand should be going in
- The imagery is vibrant, its head turning, its fresh
- It has a very current feel which would appeal to the youth market and the readers of influential fashion magazines
- It remains somewhat simplistic and minimal, which means its not straying away from the current aesthetic of the brand
- These are the kinds of images that will get the brand back on the radar
- Engage with the people that the youth love or want to know more about or are interested in, and you will grab their attention by association - ‘oh they know about him, they must be cool’
- Associate yourself with the ‘cool’ and the ‘forward thinkers’
- This demonstrates the brands interest in the new and the yet to be discovered; giving exposure to relatively unknown creatives from music, art and modelling
- (collaboration with up and coming models?)
- send personalised t-shirts out to social media influencers; EJB etc etc
- This is the kind of feel that will engage a younger market; if people want hyperminimalism and simplicity they’ll go to the brands who specialise within that aesthetic i.e. COS, but you have to give them a reason to come to FCUK
- is the reason that they engage with up and coming creatives or people of interest? do they team up with FCUK?
AW16 CAMPAIGN IMAGERY;
- such a step down from the previous season, which was much more promising and directional; almost as if the prior season was a holiday where they tried something new, and then this season its back to the old stuff
- its a little dead once again; even though the campaign is about attitude, its all far too lazy
- there is infact hardly any attitude within these images; and given that that was the stimulus, its really quite poor and very very lacklustre
- theres nothing engaging or head turning about the campaign; nothing that you havent seen before (think bigger, think better)
- it wouldnt stop the youth of today in their tracks; it wouldnt make you want to stop to photograph it
- even though the models are clearly young, in their early 20’s, it still all feels very safe and tentative and middle aged and wrapped up in cotton wool
- they’ve taken inspiration from icons like Kurt Cobain, but abandoned any kind of personality
- building a persona for the brand is very important; and this campaign has no clear persona
- make it clear to the consumer what it is they are buying into
- this campaign fills a void,and fufills a function, but contributes nothing to the brands growth, and contributes nothing to the strengthening of the brands image
No comments:
Post a Comment