DAVID BECKHAM – Haig Club

The famous model and football player David Beckham has recently tken his career up a notch when he created his own whiskey – Haig Club; as a No-Age-Statement. As whiskey has connotations of an old man, Beckham is trying to bring the age down and make it more fashionable and realistic in the eyes of the younger generation. 

Within the advert, here are so many factors which work in synergy to create the very personal yet deliberate advert. To start off with, Guy Richie is the director of the advert, as well as shooting for David Beckham’s H&M advert, meaning that the two have worked together and have created this bond. Beckham has recently published a programme about him riding a motorbike around the country, as this is something he personally enjoys; which is why he enters the advert on a bike; the very personal elements makes the product authentic, as you are seeing the real Beckham. There is such a strong narrative and marketing strategy behind the whole filming. 

‘The Sell: Sumptuous Scottish Scenery and Soccer Star’s Sex Appeal’

Next, part of the group of friends, you will see the familiar face of Jimmy Choo, who is indeed a friend of Beckhams. All of these work together to create such a thought out advert. Also, you see the famous selfie moment; the sharded self, it is the modern world and what the target audience know. As well as the selfies being taken around the world at famous landmarks, meaning that there is a global push to the product. The whole advert is so incredibly developed and one which I think is incredibly effective.

Young at Heart

There has become a sudden increase in the Flat-Agers, who are defined by being over 60 and having no input within the fashion industry. However, this has now changed, and instead are becoming more of the targeted audience due to the money that the consumers have, as they are no longer working and have the necessities of the modern world. The money is therefore able to be spent on meaningful connections to them, such as family or friends, as well as adventures, experiences and products which they are yet to have consumed themselves. 

People are now living longer, which is something that is becoming more of a reality within our culture; people are retiring later, and are becoming healthier due to the accessible resources. A prime example of this is the wonderful Anna Wintour, who is indeed 64 years of ago, however she doesn’t wear an anorak and comfy plat shoes, nor does she stop looking stylish and keeping up to date with technologies and the fashion industry; so why should all of the other older generation nor follow in her footsteps?

‘Something exciting is in the air. Forget everything you thought about being old, or age even. In the society of the future, age isn’t just a number – it’s flat.’

There was once a gap between age and beauty, yet Meryl Streep, Emma Thompson, Daphne Selfe, Alexandra Shulman and many other inspirations within the industry have proven that you can re-adventure into the new world, and that within that age gap they’re increasing becoming more adventurous, beautiful and willing to try new things; which is what you’d expect the younger generation to do. This creation within the industry hs driven to older models, such as Bernhard Wilhelm, and the rise in technology blooming within the flat-agers. 30% of American’s between 50-64 years old own their own tablet or iPad, proving that you’re never too old for a new adventure.

The work behind a Campaign

• First of all, a press release is pushed to the audience to announce campaign a year in advance – making the product desirable, making them realise just what is coming and to inform the press. 
• Then, the company will tip off fashion magazines and press so it gets around to everyone; causing excitement.
• Twitter, Facebook and Instagram are also key to promoting the campaign. conversation about the brand. 
• The press are therefore interested in the designer to make the product, then get  photographs of it, then it gets sent to PR enabling them to have physical products to show, then exclusives are pushed again with pre released images. 
• The, all of this information reaches the media, the interest to the customer and is given to the audience in sections: 1 glossy, 1 weekly, 1 cover, 1 sunday newspaper. 
• They then pick the images, no one has the edge to the other they all have to have the images at the same time – 2/3 months before hand, a teaser. 
• Possibly an interview with the designer, something to tell, the story is then told about the collection or product. 
• Beginning of November more images are released to all medias, final push – billboards on oxford street, placements are then chosen and bought for maximum promotion.
• Then when the product is realised, a follow up story is created, and normally the words ‘SOLD OUT’ are used – meaning a sense of exclusiveness.

My Burberry

When looking into perfume adverts, and the way they are created and the narrative behind them, My Burberry the new fragrance is a perfect example of this. The very traditionally British advert is such an incredible advert to represent the British brand: it is raining, the mac and the British models. Burberry have really thought about the message they want to send out to their audience, and it is such a strong one. Both Kate Moss and Cara Delevingne work perfect together to create the dream of Burberry; an incredible perfume advert, and one that I will destruct and look at in much greater detail for the project.

Unique Selling Point of Dior

• Dior offers complete package of luxury, it contains the whole product package.

• Giacopelli: “Dior is a luxury brand. Christian Dior wanted a woman to feel elegant from head to toe.”

• Dior has constantly found what is missing from the market.

• Dior has created a dream, an essence, and a strong narrative within the company.

Autumn/Winter 2014-15

This year, Dior looked very deeply into the traditional focus of Autumn/Winter; looking into colours, materials, and elements of the holiday which all of the audience can relate to; which lead to fur, white outfits and a lot of long, draped materials. This season Dior used bold colours to represent the silhouettes of city workers, as he wanted the women to be seen completely equal with men – each form was echoed in traditional masculine fabrics. Peak lapels, double breasting and horn buttons take the place of more traditional elements of the feminine tailor. This is one of my favourite collections of the Autumn/Winter Dior range, and has been praised by all, the incredible and beautifully created garments are just stunning; Raf Simons has yet again made an unforgettable collection.

“I wanted to approach the idea of the city as an abstraction, it is how I perceive the world of the city in this collection,” says Raf Simons. “It is an idea of the romantic and the real, a world of possibilities. At the same time I wanted to present women with freedom and possibilities in the way they dress too.”

http://www.dior.com/diortv/en_gb/videos/fashion-shows/haute-couture-autumn-winter-2014-15-fashion-show