Marketing Fashion

Marketing Fashion

H&m- HMs most recent campaign was their December one. In the video they created a  modern day fairy tale, they recreated the well known story of Alice in wonderland through a modern days child's eyes. By tweaking the story and shortening it to fit in a short video hm have simultaneously advertised their casual winter clothes and their Christmas party dresses and suites. When a young Alice teleport from their everyday regular life to a magical modern day wonderland with interpretations of the fairy tale creatures such as the caterpillar and the queen of hearts.

In this short story the lighting changes from a dim warm toned light which mimics the coziness of a home, this lighting helps advertise the over-sized cozy knits which the parents wear by giving them a cozy feeling. Then once the girls has entered the different world the lighting changes to a cool tone lighting which you would naturally get at a snowy mountain, this lighting perfectly shows off the dresses as it is a brighter light. Next in the video 'Alice' encounters women on bikes supporting a 'ballerina biker' look with their tutus and leather jackets, the frilly tutus and leather jackets encapsulate the funness of a Christmas party outfit, this fun is also reflected in the fun they were having riding the bikes and 'Alice' excitedly watching them race past.

Hm used Nikki minaj as the celebrity in the video, in the video she firsts acts as a mother to the modern day 'slice' but then transforms into a modern day queen of hearts who wears a white frill dress which emphasizes the fairy tale. y using a celebrity audiences are more likely to watch the video as their is someone famous in it. In this scene the lighting becomes dark which highlights the sparkles in the young girls dress to illustrate what it would look like in a darker light, behind Nikki minaj are neon lights which gives the scene in the middle of the woods a modern flair. 

To advertise their suites hm have used men in suites wearing fairy wings, with the serious look business men normally have and the daylight lighting it shows off their tailored suites for everyday use.
 This advert is advertising h&ms work wear, they put the models in the middle of the poster, the lighting is in the middle where the models are and the outskirt are grey. The h&m logo is in the bottom right hand corner which stands out from the grey background. The model on the left is wearing the matching print on her jacket to the model on the right which makes them look cohesive. They also stand close to each other with one of them resting her hand on the others shoulder and the other pone has their hands in their pockets, both models are similar looking which shows how their clothes look on similar looking people.The sleeves on their jackets being rolled/ scrunched up convey a laid back everyday looks which customers could wear to work if they worked at an office or had a formal occasion to attend. H&m are showing their casual suites which are not as expensive as tailored suits, so their target market are women who don't want to spend alot of money on a tailored suite. The dark background mirrors the dark monochromatic suites they are wearing.


   Topshop have put their logo in the middle of the poster in white so viewers can clearly see what brands clothes they are advertising. The background is grey and they have put a light directly in the middle to highlight the clothes. The white background and white Topshop logo emphasizes the light clothes that the model is wearing. They cropped the model so the poster only shows what she is wearing from her knees up wards, the length of her fills the length of the poster. The simplistic nature of this poster draws the viewers attention  to just the clothes. The light colours used on the clothes mixed with the layering of the items of clothing conveys that this advert is adverting spring clothes. The women in the picture has her hair slicked back and is wearing light makeup, this makes the clothes the emphasis and not her face. The model is posing in a slight sideways angle and has her hand in her pocket, this casual pose also shows viewers more of the jeans and top which is underneath. Instead of carrying her bag she holds it to not make the the picture look too full on top and to give a simplistic background to the bag. The model is looking into the camera.

The background is grey and the lighting used is white and in the center where the model is to put the emphasis on her, the simplistic background puts the emphasis on the model. The white writing on the black clothes stand out, the writing says 'new this week which conveys that they have new clothing and will entice viewers to go into new look to see what is new, it is a play on words kind of because it has the word new on it from the brand name new look, also they are conveying that they have new clothes in so customers can buy them and have a 'new look'. The models hair seems like it has been blown and her makeup is bronze and natural. It has shop now so they viewers could click on it and be taken to the website, or if this was a poster it could entice people to go into the shop and buy it. The model is looking directly into the camera. The long sleeved shirt paired with the black jeans convey that this is an autumn/winter advert.

Everlane is an ethical clothing brand with an ethical production process due to their founder Michael Preysman who is ' boldly committed  to ethical manufacturing', the factories meet the most stringent tests on their website they put a short clip of what the inside of their factories are like, they have complete transparency with their customers and give them a full breakdown of what they've bought and where the money they have bought it with has come which is 'radically transparent'. The gray and black outfit match the gray background with a black shadow, the background being grey aswell as the outfit emphasizes the connotations of gray like comfy and ease. Ease is written in the biggest font in the middle in bold. This combines with their new sweatshirt collection as sweatshirts are associated with comfort. They use the phrase confidence just got comfortable to emphasize the message that their sweatshirts are comfortable. By advertising the sweatshirts as new suggests that the product is trendy and current. The model is leaning back and sitting on the floor in a laid back position. Her hair is in a bun which is a relaxed hair style and she is looking in the distant like she is looking at something. The word 'ease' conveys to the customer that the sweatshirt is comfortable and easy to style.