Liz Claiborne, one of the many mass-market fashion companies currently struggling to stay economically afloat, has enlisted supermodel Coco Rocha as the new face of its Fall/Winter campaign.
Back in March, Liz Claiborne released a ‘normal’ people campaign -- featuring everyone from plus-sized women to grandmothers –- to appeal to the mass market. But this real-world strategy didn’t last long. Why? Maybe getting consumers to buy apparel from beautiful people just works better.
Model-extraordinaire Georgina Stojiljkovic was subsequently used in Claiborne’s Spring 2009 advertisements, shown prancing about on a gritty walk-way with "commoners" scattered about.
The trend continues. Exhibit A: Coco Rocha is now the strategically-supplanted supermodel, her striking beauty a beacon of light in the boring world of grocery shopping. Exhibit B: at the center of a [creepy] plaid-filled neighborhood is Coco, looking fresh, gorgeous, and well, how the face of an ad campaign should look.
Neon Grocery Fashion
Coco Rocha Stands out Among Mortals in Liz Claiborne Ads
Trend Themes
1. Fashion Reinvention - The trend of using supermodels in mass-market fashion campaigns signifies a disruptive innovation opportunity for fashion brands to reinvent their image and attract consumers.
2. Celebrity Endorsements - The use of supermodels like Coco Rocha in advertising points to a trend of leveraging celebrity endorsements to enhance brand appeal, presenting an opportunity for businesses to collaborate with influential figures.
3. Authentic Representation - The short-lived 'normal people' campaign by Liz Claiborne highlights the trend of seeking authenticity in advertising, presenting a disruptive innovation opportunity for brands to showcase diversity and real-world consumers.
Industry Implications
1. Fashion - The fashion industry can take advantage of the trend by reimagining their approach to advertising and incorporating celebrity models to increase brand visibility and appeal.
2. Advertising - The advertising industry can embrace the trend of using celebrity endorsements to create impactful campaigns that resonate with consumers, leading to increased brand recognition and sales.
3. Retail - The retail industry can tap into the trend of authentic representation by featuring diverse models and real-world consumers in their advertisements, fostering a sense of relatability and connection with customers.