Diesel's 'Say No To Uncool Wool' Campaign Encourages Other Options
Riley von Niessen — November 20, 2017 — Fashion
References: ca.diesel & fuckingyoung.es
Italian retailer Diesel recently launched a new campaign that encourages consumers to "Say No To Uncool Wool."
As many consumers look for warmer clothing alternatives to bundle up for the frigid weather, they often turn to dated-looking wool sweaters, which Diesel's campaign aims to veer them from. Rather, the retailer shows that it has plenty of stylish classics to offer that will also keep consumers warm, such as its expansive denim and leather collections.
In order to communicate this, Diesel featured a promotional image that shows two models on top of a enormous mound of wool sweaters, who are planting a flag on top of it that reads the campaign's name. In front of it all is a sheep that poses in a leather jacket and a pair of light-wash skinny jeans, making for a humorous image that encourages consumers' eyes to linger.
As many consumers look for warmer clothing alternatives to bundle up for the frigid weather, they often turn to dated-looking wool sweaters, which Diesel's campaign aims to veer them from. Rather, the retailer shows that it has plenty of stylish classics to offer that will also keep consumers warm, such as its expansive denim and leather collections.
In order to communicate this, Diesel featured a promotional image that shows two models on top of a enormous mound of wool sweaters, who are planting a flag on top of it that reads the campaign's name. In front of it all is a sheep that poses in a leather jacket and a pair of light-wash skinny jeans, making for a humorous image that encourages consumers' eyes to linger.
Trend Themes
1. Sustainable Fashion - Disruptive innovation opportunity: Develop eco-friendly alternatives to wool sweaters for consumers looking for warmer and stylish clothing options.
2. Denim and Leather - Disruptive innovation opportunity: Create innovative designs and materials for denim and leather collections that offer functionality and style.
3. Humorous Advertising - Disruptive innovation opportunity: Explore creative and humorous approaches in marketing campaigns to attract and engage consumers.
Industry Implications
1. Fashion Retail - Disruptive innovation opportunity: Introduce new lines of fashionable and sustainable clothing, challenging traditional wool sweater offerings.
2. Textile Manufacturing - Disruptive innovation opportunity: Develop new sustainable materials that can substitute wool in warm clothing, meeting consumer demands for stylish and eco-friendly options.
3. Advertising and Marketing - Disruptive innovation opportunity: Create inventive and humorous advertising campaigns that shift consumer perceptions away from uncool wool sweaters and toward more fashionable options.
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