Clothing retailer French Connection has recently launched a provocative campaign for Autumn/Winter 2013. 'From Sketch to Store' features images of nude models with clothing designs sketched over them. In an adjacent image, models are presented sporting the collection’s completed looks. The campaign showcases the processes that designers must undergo before their products are released in stores, allowing customers to see the various stages of design.
The brand is well-known for its innovative and risque marketing techniques (the acronym FCUK captured the world’s attention). Marketing director Jennifer Roebuck claimed that the campaign "brings out the fearless nature of the brand and our design credibility but with a twist. When you look back at the iconic FCUK campaigns you can also see the fearless attitude and that is part of the brand and our design philosophy". The campaign will run until December 2013 on the streets, online and in print.
Sketch-Inspired Fashion Campaigns
The French Connection Autumn/Winter 2013 Campaign is Creative
Trend Themes
1. Nude Sketch Campaigns - The trend of using nude models with clothing designs sketched over them in fashion campaigns has emerged as a disruptive innovation opportunity for clothing brands to showcase their design processes.
2. Provocative Fashion Marketing - The trend of using innovative and risque marketing techniques in fashion campaigns is a disruptive innovation opportunity for brands to capture the attention of customers.
3. Process-oriented Design Campaigns - The trend of showcasing the various stages of design in fashion campaigns is a disruptive innovation opportunity for clothing brands to display their design credibility and philosophy.
Industry Implications
1. Fashion Industry - The fashion industry can adopt nude sketch campaigns, provocative fashion marketing, and process-oriented design campaigns to create disruption and capture customers' attention.
2. Marketing Industry - The marketing industry can use the disruptive innovation opportunities provided by nude sketch campaigns, provocative fashion marketing, and process-oriented design campaigns to showcase their creativity and innovative techniques.
3. Design Industry - The design industry can use process-oriented design campaigns as a disruptive innovation opportunity to display their design philosophy and establish their brand credibility in the market.