Back with a vengeance, the Penfield Fall/Winter 2010 campaign features the all-American outdoor man clad in colourful vests, sweaters and jackets. Entitled 'A Longmeadow Morning,' these pictures are filtered with stamp images, sepia tones and an overall American appeal.
Revealing a softer and more sensitive side to the man,
the Penfield Fall/Winter 2010 campaign accentuates the connection between nature and man and his love for the outdoors.
Implications - The lumberjack symbolizes some essential male qualities male consumers gravitate towards. This character type is dependable, outdoorsy and wholly dependent on his means of taking care of himself. Companies should create apparel and branding campaigns that feed into this character type.
Lumberjack Lookbooks
Penfield's Fall/Winter 2010 Campaign Brings You to the Outdoors
Trend Themes
1. Outdoor Man Aesthetics - Fashion and apparel industries can innovate by creating clothing lines that capture the essence of the all-American outdoor man.
2. Nature-inspired Marketing - Marketers can leverage connections between nature and man to develop branding campaigns that capture the attention of male consumers.
3. Filtered Imagery - Designers and photographers can experiment with stamp images and sepia tones to add depth and an overall American appeal to their work.
Industry Implications
1. Fashion - Fashion brands can capitalize on the lumberjack symbol and its appeal to male consumers by creating collections that feature outdoor man aesthetics.
2. Apparel - Apparel companies can innovate by creating clothing lines that prioritize functionality and durability in stylish, nature-inspired designs.
3. Marketing - Marketing professionals can leverage the connection between nature and man to develop campaigns that resonate with male consumers and highlight essential qualities such as dependability and self-sufficiency.