The global pandemic has changed everything from the way fashion collections are made to the way that they're captured and marketed, as seen by the Burberry Summer/Spring 2021 Pre-Collection campaign. The campaign from the luxury fashion brand captures its own staff members as models, who pose outside of their homes in England.
For this campaign, Burberry drew upon its own team of merchandisers, designers, writers and more, so that social distancing measures could be put in place and the campaign could still be captured in an intriguing way. As well as offering a look at the season's newest fashions, the campaign shares a glimpse into the heart of the Burberry community itself. As the latest fashion collections need to be shown in alternative ways, consumers are getting a new look at brands, especially ways that feel more authentic.
Staff-Featured Fashion Campaigns
Burberry Summer/Spring 2021 Shows Staffers Outside Their Homes
Trend Themes
1. Staff-featured Fashion Campaigns - Fashion brands are featuring their own staff members in campaigns, leading to more authentic and intriguing marketing opportunities for their collections.
2. Capturing Fashion Collections in Alternative & Authentic Ways - With the pandemic changing how fashion is produced and marketed, brands are finding new ways to showcase their collections that are more authentic and alternative.
3. Showcasing Company Culture Through Fashion Marketing - Fashion brands are using campaigns featuring their own staff to showcase their company culture and values, creating more meaningful connections with consumers.
Industry Implications
1. Fashion Industry - Fashion brands can innovate and disrupt traditional marketing strategies by featuring their own staff members in their campaigns, creating a new vision for fashion marketing.
2. Advertising Industry - Innovative and alternative marketing strategies, such as featuring a brand's staff in campaigns, can create more engaging advertising for consumers.
3. Photography Industry - Photographers and fashion brands can find new and innovative ways to capture collections, such as featuring staff members as models, creating interesting and authentic photography options.