It may seem strange to a lot of people, but the fact is that the product itself is not the determining factor in turning a brand into a success, as many people think. In the world of fashion, success is more linked to the image than to the product itself. That is, it is more desire than necessity, more subjectivity than objectivity.
One of the reasons is the expansion of the textile market, providing the consumer with a wide range of options, and products with similar quality and design, because in a market dictated by trends, few risk dare and leave the "commercial" line to avoid putting at risk your sales.
One of the reasons is the expansion of the textile market, providing the consumer with a wide range of options, and products with similar quality and design, because in a market dictated by trends, few risk dare and leave the "commercial" line to avoid putting at risk your sales.
Collection does not sell campaign
Immersed in an increasingly similar market, the product, over the years, has ceased to be the main factor that motivates consumers' buying decision, giving rise to the question of image, which permeates the subconscious of people, and generates the desire consumption.
Creating a good fashion campaign
Creating a good fashion campaign
Creating a good fashion campaign is not an easy task, but rather complex.
The first step is to identify which brand positioning, or which one you want to be in. Only from this previous definition will it be possible to achieve consistency throughout its structuring.
The first step is to identify which brand positioning, or which one you want to be in. Only from this previous definition will it be possible to achieve consistency throughout its structuring.
I'll list below 08 foolproof tips to be followed for good campaign building:
1) Analyze brand history
You need to know a brand to identify its history and know if the campaign will follow the same or evolve course. In this way, it will avoid the possibility of creating a disconnected campaign, which in addition to not attracting new consumers, will remove the current ones.
1) Analyze brand history
You need to know a brand to identify its history and know if the campaign will follow the same or evolve course. In this way, it will avoid the possibility of creating a disconnected campaign, which in addition to not attracting new consumers, will remove the current ones.
2) Define the profile of the target audience
Understanding who is the man or woman who wears the brand is necessary to identify the target audience of the campaign, allowing greater assertiveness in its creation.
Understanding who is the man or woman who wears the brand is necessary to identify the target audience of the campaign, allowing greater assertiveness in its creation.
3) Define an environment
Like every good story, there must be a script: where the story goes, what the plot is, what the character profile is, etc. It is precisely because of the lack of script that there are hundreds of horrible campaigns in the market, the kind that says nothing to anyone, or that speaks everything to everyone.
Like every good story, there must be a script: where the story goes, what the plot is, what the character profile is, etc. It is precisely because of the lack of script that there are hundreds of horrible campaigns in the market, the kind that says nothing to anyone, or that speaks everything to everyone.
4) Define the beauty
Once the user profile of the brand is identified, it is vital that the model conforms to this profile, otherwise, your campaign will not make sense to the recipient.
What's more, based on a good definition of this step, it will help your brand in choosing the right make / hair professional for the campaign.
5) Define the acting
Once the campaign script is defined, the acting ( poses ) will be the visual retraction of this script. Be sure to perform this step perfectly, otherwise your recipient will not understand your campaign. It's like wanting to pass simplicity and the poses of the photos refer to extravagance.
Once the campaign script is defined, the acting ( poses ) will be the visual retraction of this script. Be sure to perform this step perfectly, otherwise your recipient will not understand your campaign. It's like wanting to pass simplicity and the poses of the photos refer to extravagance.
6) Set the layout Based on the script, define the locations / environments that communicate this information. It's no use creating a script where the story takes place in the countryside, and the photos are held in the city.
It is important, first of all, to consider whether the scene chosen has harmony with the collection itself. It's like putting on a party dress and needle heel being photographed in the sand of the sea, simply because the collection is summer. Get away from this trap !
It is important, first of all, to consider whether the scene chosen has harmony with the collection itself. It's like putting on a party dress and needle heel being photographed in the sand of the sea, simply because the collection is summer. Get away from this trap !
7) Define the stylingThe look, the shoes and the accessories, should conform to the profile of the user of your brand, and above all, care must be taken that the accessories in general do not steal the scene from the photo, otherwise, again your campaign will lose its meaning.
8) Set the frameHave you ever thought about having that beautiful photo, which is the face of the campaign, can not be used on billboards or other media because of its format? The framing is extremely important at the time of the photos, because there is no point having a great material and not being able to use it.
Before starting the photos, keep in mind the following questions:
a) What will be the format of the catalog?
b) Which photos will you want to use in a horizontal format (for billboards, website banners, etc.)?
c) Which photos will be used in ads? Will the ads be single page or double page?
d) What types of merchandising materials will you use? Will these materials be vertical or horizontal?
Having this definition, it becomes possible to guide the photographer during the photos, and minimize the chances of finalizing photos of which will not be used.
a) What will be the format of the catalog?
b) Which photos will you want to use in a horizontal format (for billboards, website banners, etc.)?
c) Which photos will be used in ads? Will the ads be single page or double page?
d) What types of merchandising materials will you use? Will these materials be vertical or horizontal?
Having this definition, it becomes possible to guide the photographer during the photos, and minimize the chances of finalizing photos of which will not be used.
Important Tips for Campaign Day
A campaign is far from cheap, is not it? After all, it involves many professionals who charge for every day worked, so it is important that you do not waste time and that things flow in a constant, unforeseen way.
On the day of the photos, it is necessary to respect some steps so that the final result of the work is positive, doing a series of checks:
1st check: Lighting
According to your script, check that the lighting is ok.
Example: If the story happens at dawn, the angle of light needs to be properly positioned to produce this effect.
2nd check: Beauty
After checking for lighting, make sure the makeup and hair, according to the lighting, are the way the story asks.
Note: Always make this check based on the result that appears on the photographer's lens.
3rd check: Look
Evaluate whether the look, including the accessories, conforms to makeup, hair, lighting, and is actually passing on the message that should be passed.
4th check: Acting
Evaluate whether the poses that the model is doing are in accordance with what was set for the campaign.
To reduce the risk of failures, it is essential to create a material with the references of each item so that professionals know in fact what the campaign asks for, and what is expected of each professional involved.
CONCLUSION
For the success of a campaign, it is not enough that the collection itself is well designed, it is necessary, above all, that the image and the campaign are well developed and executed, otherwise its brand will only be a good product, but without concept and without desire of consumption.
It is necessary, besides the technical look regarding the product, to have the commercial vision and to apply to the maximum the concepts of marketing, otherwise, your brand will be just one among many others in the market.
Is this what you want for your brand?
Kazim Raza is a Digital Marketer and Search Engine Analyst. I love socializing and playing soccer. One of my target is to guide people how to earn a living via online marketing. There is a proper method to do this, and once you learn what that is, you become unstoppable.
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