Benetton Uses Everyday People for its Fall/Winter Campaign
Alexander Riley — August 9, 2010 — Fashion
References: benettongroup & forums.thefashionspot
In an industry saturated by synonymy, it's refreshing to see a group of non-models chosen for a campaign. Photographed by Josh Olins, Italy-based fashion brand Benetton has decided to use street models for their Fall/Winter 2010 advertisements.
Chosen through an online search, the 20 models hail from different countries spread across the world. What is your opinion on Benetton's vibrant campaign images?
Implications - Supermodels are great for ads, but sometimes the perfect imagery can make consumers second guess purchasing the product if they don't look stunning with it like the models do. This has shoppers wishing for a brand that represents who they are so that they feel less self-conscious about themselves. Campaigns like this Benetton ad will help consumers feel more comfortable approaching a brand that's friendly and accessible to all.
Chosen through an online search, the 20 models hail from different countries spread across the world. What is your opinion on Benetton's vibrant campaign images?
Implications - Supermodels are great for ads, but sometimes the perfect imagery can make consumers second guess purchasing the product if they don't look stunning with it like the models do. This has shoppers wishing for a brand that represents who they are so that they feel less self-conscious about themselves. Campaigns like this Benetton ad will help consumers feel more comfortable approaching a brand that's friendly and accessible to all.
Trend Themes
1. Non-model Fashion Ads - Campaigns featuring everyday people instead of models in the fashion industry can make consumers feel more comfortable approaching and purchasing from a brand.
2. Diversity in Advertising - Using models from different countries and backgrounds in advertising campaigns can appeal to a wider range of consumers and increase brand loyalty.
3. Authentic Representation - Consumers are looking for brands that represent who they are and using non-models in advertising campaigns can create a sense of authenticity and relatability.
Industry Implications
1. Fashion - Fashion brands can use non-models in advertising campaigns to create a more accessible and relatable brand image for consumers.
2. Marketing - Ad agencies can recommend the use of diverse and everyday models for advertising campaigns to improve brand appeal and increase consumer engagement.
3. Photography - Photographers can experiment with non-models in fashion shoots to create a more diverse and inclusive representation of beauty in media.
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