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| http://www.wwd.com/media-news/fashion-memopad/tommy-hilfiger-gets-preppy-for-fall-ads-7068843/slideshow#/slideshow/article/7068843/7068883 |
While flipping through recent editions of Vogue
magazine, the sight of fashionable and extravagant advertisements are not out
of the ordinary. Marc Jacobs, Calvin Klein, and Chanel are all veterans when it
comes to gracing the glossy pages. Another fashion icon with his fair share of
ad space is Tommy Hilfiger. Each year, his line holds the hottest
"preppy" trends, the clothes that are only associated with
boarding-school students and Hampton housewives. With this ad, the marketing
team devised a clever theme, one that makes each model on the page specific
type of person. There is the "A Student", the "Social
Chair", and the "Lucky Break." These, and the other five models,
represent the ideals. His trend-aware audience already knows that the Tommy
Hilfiger brand is high end, so by portraying this wealthy attitude in his ad,
it creates the desire to be these characters. To become the girl that gets
straight A's and wears Hilfiger. These eight people symbolize the
elites to envy. Also, the ad has an unspoken ethos from the get-go. The
designer is already well-known and has a large audience and market. Some of
these outfits would be tacky and out-of-place on a regular day, but by knowing
that the clothes are designer, the effect becomes more artistic. These styles
are unique and fresh, and with the attached label, people have the desire to
rock every one. Also, as is the case with most ads, every model is flawless,
and all grouped together, they create one beautiful, picturesque family. Those
that are familiar with his previous advertisements have seen this family
before, usually sporting reds and dark blues, with a dog by their sides. The
coats and sweaters tell viewers that this is for his fall collection, and each
piece is described in the tiny text, making it easier for audiences to pick out
exactly what they want. This ad was expertly crafted by the designer, and his
marketing team, and is a great way to display the new Tommy Hilfiger
collection.
