It looks like the SEARS catalogue has a new competitor in the Kenzo Fall/Winter 2012 video. In order to show how much the brand hates being like everything else, it has made a video that is exactly what you would expect from the most run of the mill department store.
Created by DIS, every shot in the film mimics stock images, complete with cheesy smiles. A huge watermark slaps viewers across the face as well, but again this is done ironically. The dead pan humor of the film is hilarious for viewers who understand what's going on. If you take a closer look at the garments in the video, Kenzo has produced some interesting looks for the fall season.
One look at the Kenzo website and it is clear that this video was done in jest (mostly).
What's Driving This Trend
- Satirical Fashion
- Brands can create satirical campaigns that poke fun at traditional fashion norms to showcase their unique style and brand image.
- Humorous Marketing
- Humorous marketing campaigns that show the lighter side of products and brands can attract a wider audience and create more engagement.
- Irony in Advertising
- Irony and parody can be used effectively in advertising to create a lasting impression on viewers and showcase a brand's creative thinking.
Who This Affects Most
- Fashion Retail
- Fashion brands can utilize humor and satire in their marketing campaigns to showcase their unique style and differentiate themselves from traditional department stores.
- Advertising
- The use of irony and parody in advertising campaigns can help brands stand out in crowded markets and create a more memorable brand image.
- Video Production
- Creative video production that utilizes satirical elements can help brands create unique and memorable marketing campaigns that resonate with viewers.
