Zalando's pre-owned ad plays into the classic post-breakup trope. The ad features multiple slow motion scenes featuring couples mid or post-breakup. In one instance, a woman is throwing clothes at her girlfriend, presumably encouraging her to pack and leave. In another, a man is seen tossing his ex's clothes into a dumpster.
At the end of the ad, the narrator informs the audience that there are other solutions to throwing away an ex's clothes. Instead, the ad suggests people utilize the brand's pre-owned feature, giving a second life to those wardrobe items one may not want to see again. The timing of the ad arrives perfectly, as many can relate to relationship tensions as the COVID-19 pandemic continues.
Post-Breakup Clothing Ads
Zalando's Pre-Owned Ad Plays into the Classic Post-Breakup Trope
Trend Themes
1. Post-breakup Advertising - Opportunity to create humorous and relatable commercials that appeal to consumers going through relationship struggles.
2. Sustainable Fashion - Pre-owned clothing market represents an opportunity to reduce fashion waste and encourage more eco-friendly consumption.
3. Narrative Marketing - Creating ads or campaigns that tell a story can engage viewers and create emotional connections to a brand.
Industry Implications
1. Fashion Retail - Pre-owned clothing feature can attract environmentally conscious consumers and provide a new revenue stream.
2. Marketing and Advertising - Creating clever and emotionally driven campaigns can attract clients and generate buzz for their business.
3. Entertainment - Humorous commercials can appeal to audiences and potentially go viral on social media, leading to increased brand visibility.