Coco Rocha Stands out Among Mortals in Liz Claiborne Ads
Katherinev123 — August 11, 2009 — Marketing
References: nymag
Liz Claiborne, one of the many mass-market fashion companies currently struggling to stay economically afloat, has enlisted supermodel Coco Rocha as the new face of its Fall/Winter campaign.
Back in March, Liz Claiborne released a ‘normal’ people campaign -- featuring everyone from plus-sized women to grandmothers –- to appeal to the mass market. But this real-world strategy didn’t last long. Why? Maybe getting consumers to buy apparel from beautiful people just works better.
Model-extraordinaire Georgina Stojiljkovic was subsequently used in Claiborne’s Spring 2009 advertisements, shown prancing about on a gritty walk-way with “commoners” scattered about.
The trend continues. Exhibit A: Coco Rocha is now the strategically-supplanted supermodel, her striking beauty a beacon of light in the boring world of grocery shopping. Exhibit B: at the center of a [creepy] plaid-filled neighborhood is Coco, looking fresh, gorgeous, and well, how the face of an ad campaign should look.
Back in March, Liz Claiborne released a ‘normal’ people campaign -- featuring everyone from plus-sized women to grandmothers –- to appeal to the mass market. But this real-world strategy didn’t last long. Why? Maybe getting consumers to buy apparel from beautiful people just works better.
Model-extraordinaire Georgina Stojiljkovic was subsequently used in Claiborne’s Spring 2009 advertisements, shown prancing about on a gritty walk-way with “commoners” scattered about.
The trend continues. Exhibit A: Coco Rocha is now the strategically-supplanted supermodel, her striking beauty a beacon of light in the boring world of grocery shopping. Exhibit B: at the center of a [creepy] plaid-filled neighborhood is Coco, looking fresh, gorgeous, and well, how the face of an ad campaign should look.
Trend Themes
1. Fashion Reinvention - The trend of using supermodels in mass-market fashion campaigns signifies a disruptive innovation opportunity for fashion brands to reinvent their image and attract consumers.
2. Celebrity Endorsements - The use of supermodels like Coco Rocha in advertising points to a trend of leveraging celebrity endorsements to enhance brand appeal, presenting an opportunity for businesses to collaborate with influential figures.
3. Authentic Representation - The short-lived 'normal people' campaign by Liz Claiborne highlights the trend of seeking authenticity in advertising, presenting a disruptive innovation opportunity for brands to showcase diversity and real-world consumers.
Industry Implications
1. Fashion - The fashion industry can take advantage of the trend by reimagining their approach to advertising and incorporating celebrity models to increase brand visibility and appeal.
2. Advertising - The advertising industry can embrace the trend of using celebrity endorsements to create impactful campaigns that resonate with consumers, leading to increased brand recognition and sales.
3. Retail - The retail industry can tap into the trend of authentic representation by featuring diverse models and real-world consumers in their advertisements, fostering a sense of relatability and connection with customers.
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