Many of us have heard of high fashion brands such as Chanel, Dior, Gucci, Prada, and the list goes on. These European fashion brands have made a tremendous contribution to the world of fashion for ages and continue to do so with their inspirational masterpieces that include soft silhouettes, bursts of colours, multi-directional lines and soft but strong cutting! But what’s most important is the art that each garment incorporates and reflects. But how does one sell these be-luscious works of art without marketing?
One very interesting marketing advertisement I saw recently was the Chanel ads that my friend sent me via email. Upon opening the webpage, I saw a video that incorporated all of Chanel’s makeup lines. What was really interesting about this video was that the film featured robots composed entirely of Chanel cosmetics -- lipsticks, compacts, glosses, brushes and the list goes on! Little robots, spiders and characters were built for example with lipstick as limbs and eye palettes as torsos. Which innovative mind came up with this fantastic marketing strategy? Peter Philips.
“A jet-propelled robot, a beaming sun god and an impish spider are not the likeliest of characters to embody the ultra-luxurious world of Chanel, but Peter Philips, the innovative mind behind them, has made his name pursuing the unexpected. Chanel’s Global Creative Director of Makeup took a break from conceptualizing cosmetic gold to don the animator’s cap for today’s short, a work inspired by a series of headdresses he crafted from beauty product packaging for a Vogue Paris shoot. Built from a trove of compacts, glosses, brushes and more, Philips’s characters embark on a journey that begins with a lipstick-powered automaton blasting through the clouds and ends on more familiar ground, with a model whose chic ensemble channels Mme Chanel herself.”
But what does this do to shoppers? How does this impact consumer decisions? For one thing, I think this marketing tactic has an affective component in it that makes consumers develop a sense of feeling/attachment. For me, the ad was cute, fresh and in an odd way, sweet. It was soft and pretty and it was innovative and different. Of course by using almost all of Chanel’s beauty lines in the video, it really showcased all of their products and showed consumers what they offered. As well, Chanel has always had a social factor that influences consumer purchases. The brand itself signifies beauty and higher social status. It is a well established brand that many celebrities choose gowns from to ‘strut’ the red carpet. However, as I continued to read more reviews about Peter Philips creative marketing strategy, an underlying message of “Who wouldn’t want to say: I’m wearing Chanel tonight” seems to be the most eye-catching marketing idea.
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