By Kenneth Richard | The Impressionist
With the volume of ads that bombard us every season and our busy lives it becomes difficult to stop and digest everything. That’s why we developed The Impression Archive as a home for all things fashion to find when we have a moment. It is also why we developed The Impression Plus to track the creative and marketing strategies of over 6300 fashion brands globally to help our CMO clients stay ahead of the curve.
We wanted to take a moment to call out five ad campaigns that may have been overlooked this season and why they are important.
# of US print ad pages Season-to-Date*: 11
Why it is important: Because it is the first time the young contemporary/junior retailer has advertised and rather than go head to head with junior brands, they aged up the campaign featuring Anja Rubik to compete with fellow fast retailers H&M & Zara.
Gap Factory Store
# of US print ad pages Season-to-Date*: 5.5
Why it is important: Because while many brands have outlets, none have an advertising outlet strategy similar to GAPs. They recently changed from Gap ‘Outlet’ to Gap ‘Factory ‘ and started running full page ads (rather than 1/2 page ads) with specially designed creative featuring models and celebrities and ran in books like Cosmopolitan and Glamour rather than just the weeklies.
# of US print ad pages Season-to-Date*: 2 Juicy Couture at Kohl’s, 3 Juicy Couture Black Label
Why it is important: Because the brand moved to a licensing model and placed exclusive product at Kohl’s calling both lines ‘Juicy Couture’ rather than developing a brand name offshoot for Kohl’s. Sure they have fine print calling out that the upstairs brand is now ‘Black Label’ but it is in just that, fine print.
Polo Ralph Lauren
# of US print ad pages Season-to-Date*: 10
Why it is important: Because it’s Polo Ralph Lauren’s first women’s campaign for a brand with firm heritage in mens. Plus it is Ralph Lauren after all.
# of US print ad pages Season-to-Date*: 27
Why it is important: Because while we’d all like to think that the most loved brand was either Apple or a fashion brand it isn’t. It’s the local sports team and the NFL has worked diligently to break the gender divide to grab more share. Barclay’s British Premier League should be taking notes.
*Source: The Impression Plus business intelligence service, includes print ads from all US national publications Aug-Oct. The Impression Plus covers business intelligence and in addition monitors print, digital, TV, radio, newspaper, and OOH media of over 6300 fashion brands.