At home marketing.
The last quarter of 2023 left us confused by whether celebrities suddenly began to be styled exceptionally well or if we were being marketed to. Only to later to be brought into the fact that we were witnessing live campaigning for at least 5 different brands, you wouldn’t be able to tell; as they each used the exact same creative direction.
What’s refreshing but never not seen before with Yeezy, is the day in the life artistic direction. With the growing aesthetic that you find with Bottega Veneta, Burberry and more that is very minimalistic, so are their marketing strategies. These paparazzi-esque streetstyle campaigns feel fresh in comparison to the usual branding marketing and heavy influencer marketing we have been oversaturated with. Capturing celebs doing their shopping or what is considered a mundane activity – making them seem more relatable except they’re rich celebs running errands in 10k worth of Bottega Veneta garms. Cool yet still unreachable.
Phoebe Philo also took a page out of this same marketing ploy while avoiding all the fashion week runway palava, and being out of the scene for an extensive amount of time – Phoebe’s fans can trust that the her quality of pieces, with the personal investment in the work being put out, to shooting the campaign. “I love that there’s only campaign imagery and product focused images. For once I think everybody will be forced to look at the clothes”. – Izreeal. As a fashion pioneer, she is celebrated for her reputation of being at the forefront of trends and contemporary style. It seems she integrated successful elements from various brands and enhanced them with exclusive capsule collectible pieces.
With the growing aesthetic that you find with Bottega Veneta, Burberry that is very minimalistic, so are their marketing strategies .
Topicals whereas has taken their products and asserted them as lifestyle products via social media. Almost the same yet a seemingly more accessible lifestyle. This type of marketing targets all types of audiences what is significant about this brand is it markets specifically to a black audience that is so often neglected in the beauty market especially in advertising. We only began seeing black skin properly represented after Fenty beauty / Fenty skin’s success showing us RANGE of blackness which was only then replicated with other brands up til Kylies multiple shade foundation drop a month ago.
“With that being said brand marketing has been heavily criticised and is changing to apply to more visual audiences. Consumers are showing signs of fatigue towards traditional influencer marketing after years of being bombarded with product promotions and brand announcements. “65% of respondents rely less on fashion influencers compared to previous years”.
Consumers are gravitating towards personalities that are more entertaining and relatable, characterized by less polished aesthetics, quirkiness, humor, and vulnerability. It’s shifting from a direct sales pitch to a focus on how the product evokes emotions and feelings. With the increase success of charismatic engaging Tik Toker’s, brands have caught on to what it will take to capture their consumers attention. Most people either know Clint from a Corteiz or Uche for her beauty tutorials and will be able to recognise the products these profiling UK influencers are casually ‘using’ (as oppose to sponsoring). Everyone also knows it goes down during Detty December a plus plus for A Gold consulting agency and Topicals brand for merging young British black peoples daily Twitter TL topics.
