This cheeky new campaign for the French Connection Spring/Summer 2012 line takes a risk by making the customer realize he is the brand if he chooses to wear it. In one of the ads, the brand features a body shot of a man who appears to be throwing a glass of milk at someone behind the camera and has a caption written across it that reads: Today the Collection feels lactose intolerant.
Another ad from this release is a little more obvious with its messaging; it features a man dressed from head to toe in layers upon layers of the new collection, including many hats that obscure the model’s face, and reads, "I am the Collection." What remains to be seen from this clever campaign is how audiences will react; will they think that the honest branding is hip and buy pieces from the French Connection Spring/Summer 2012 collection or will this form of marketing only bring attention to the fact that as customers, we all are brands of the products we consume?
Honestly Branded Fashion Campaigns
The French Connection Spring/Summer 2012 Line Label
Trend Themes
1. Honest Branding - Disruptive innovation opportunity: Brands can adopt a candid and transparent approach in their marketing campaigns, making customers feel more connected and empowered.
2. Customer Empowerment - Disruptive innovation opportunity: Brands can encourage customers to embrace their identity and influence by wearing their products, fostering a sense of ownership and loyalty.
3. Innovative Messaging - Disruptive innovation opportunity: Brands can experiment with unconventional and thought-provoking messaging to grab the audience's attention and stand out from competitors.
Industry Implications
1. Fashion - Disruptive innovation opportunity: Fashion brands can explore new and creative ways to engage with customers and build brand loyalty through innovative marketing campaigns.
2. Advertising - Disruptive innovation opportunity: Advertising agencies can develop groundbreaking concepts that challenge traditional marketing strategies and help brands connect with their target audience on a deeper level.
3. Consumer Goods - Disruptive innovation opportunity: Consumer goods companies can embrace honest branding and customer empowerment to establish stronger relationships with their customers and differentiate themselves in the market.