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Fashion & Lifestyle : Brands
There are hundreds of Brands for products under the Fashion & Lifestyle
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Advertising of products related to fashion and lifestyle like clothing, accessories, jewellery, shoes, perfumes, spas, beauty parlours and health clinics etc. is known as fashion and lifestyle advertising. These products that are not a necessity but an experience that everyone wants and believes they deserve. They have a power to give people an idealized image of themselves whenever they possess them or are even in their midst.
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Most advertising for this category is seen in the print medium. Avertisers of this category believe that TV is for the mass market while magazines are a more selective medium and is the best platform for the luxury market.
Spending power of consumers is increasing and lifestyle brands no longer belong only to the rich and famous. As a result, advertising for these products is seeing a change. Most shopping today is motivated by a desire, not need. Thus the advertisers have to attract their attention to their product because this new affluent generation has money to spend but does not have time.
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To attract the attention of this class, advertisers are always on their toes. The adverts for lifestyle products are usually seen in glossy luxury and society magazines. The advertisers want to reach the new generation with a high spending power. These brands do not want mass media. They are looking for a niche media where quality is more important than quantity.
The adverts for these products usually feature a celebrity. They are also advertised as advertorials as word of mouth publicity is considered the best in this category. These brands are not seen in newspapers and other such media.
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While advertising clothing, advertisers have to keep in mind current trends. A fashion collection needs to be advertised well in advance before it becomes a craze. The fashion products have a short life cycle as fashion trends keep changing thus a collection of clothing has to be advertised before a trend dies down. This applies to other fashion products like accessories and footwear.
Fashion advertisements usually feature women who are good looking and sexy to attract attention of the consumer. Attractive men are used as models for men's clothing. At times these adverts also feature nudity and sex. This is done to grab instant attention of the customer.
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Lifestyle products like perfumes, designer watches and clothes etc. are often advertised by celebrities. This adds to the brand value as the customer feels an instant connection to the brand. The text accompanying such adverts may declare the brand as a "connoisseur's choice", "choice of people who know what is best", "elegant" and "luxurious". This makes the viewer feel that the product is a luxury item and something that will add to his or her status. The prices of such products are usually not disclosed in the advert to add to the image of the brand.
Such brands rarely talk about discounts and sales. This is because the target customer is the group that believes in quality and doesn't focus on the cost of the product.
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In India most luxury jewellery brands are seen advertising their products in glossy women's magazines. Branded jewellery is also advertised on television but luxury clothing is never seen in TV commercials.
Online advertising is also a strategy that has been adopted by luxury brands recently. They also hold events that are of interest to their target group. They often sponsor events like fashion shows, golf tournaments, polo matches and horse races. These events are not attended by the middle class. The guests at such events are the elite of the society.
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Advertising for luxury products is done carefully so that it draws the attention of the right target audience without compromising with the sales target.
