"Our Darkness" by Eli Schmidt Reflects on Financial Crisis
mediterranean — March 21, 2009 — Fashion
References: contributingeditor.blogspot & homotography.blogspot
Contributing Editor, a cutting edge online magazine, keeps things in the current depressed mood of the recession and financial crisis with the aptly titled fashion editorial, 'Our Darkness.'
The black and white editorial features a melancholic AJ Abualrub captured by photographer Eli Schmidt and styled by Bryan Marryshow in mostly dark clothes.
Implications - In the midst of a difficult economic time, it would hardly be advisable for an advertising campaign to ignore the world around it entirely. Editorials like this tap into the general mindset of their target consumers in order to speak with them rather than against or at them. By attempting to capture what they are going through, campaigns like this are ultimately far more effective at appealing to beleaguered consumers.
The black and white editorial features a melancholic AJ Abualrub captured by photographer Eli Schmidt and styled by Bryan Marryshow in mostly dark clothes.
Implications - In the midst of a difficult economic time, it would hardly be advisable for an advertising campaign to ignore the world around it entirely. Editorials like this tap into the general mindset of their target consumers in order to speak with them rather than against or at them. By attempting to capture what they are going through, campaigns like this are ultimately far more effective at appealing to beleaguered consumers.
Trend Themes
1. Depressed Mood Fashion - Fashion editorials that reflect the melancholic mindset of consumers during difficult economic times present disruptive innovation opportunities for brands to connect with their target audience on a deeper level.
2. Dark and Moody Photography - The use of black and white photography in fashion editorials creates an emotional and introspective experience, allowing brands to tap into the current financial crisis and recession and resonate with consumers.
3. Emotional Storytelling - Utilizing fashion editorials as a vehicle for storytelling that reflects the struggles of consumers in economic downturns provides a unique opportunity for brands to authentically connect with their audience and build brand loyalty.
Industry Implications
1. Fashion - The fashion industry has the potential to leverage the current economic climate by creating innovative marketing campaigns and product lines that evoke a sense of empathy and understanding towards consumers' financial struggles.
2. Photography - The photography industry can explore and experiment with the use of black and white photography techniques to capture the essence of the financial crisis and recession, offering a unique perspective and emotional connection for viewers.
3. Advertising - The advertising industry can disrupt traditional advertising methods by incorporating emotional storytelling and introspective editorials in campaigns, allowing brands to empathize with consumers and establish a deeper emotional bond.
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