Cult favorite label Eytys debuts its venture into streetwear with its imprint Purple Velvet and a collection of quirky 80s-style posters. The tongue-in-cheek advertising approach truly appeals to the nostalgia-driven consumer. The apparel — a collection of graphic-adorned sweatshirts and tees, is exhibited in suggestive photographs. "A revitalizing and sensual collection that brings ecstasy and increased enjoyment," the slogans point to something other than fashion. Eytys' 80s-style posters depict Purple Velvet not for what it is but as a "fictive beauty brand." The promotional materials point to a lotion rather than the clothing offerings — definitely a fun way to engage the puzzled consumer.
For the launch of its new apparel brand, Eytys partnered up with Swedish beauty brand Björk and Berries to actually develop a real body lotion which is available for purchase.
Why This Trend Is Growing
- Nostalgia-driven Marketing
- Disruptive innovation opportunity: Explore creative ways to tap into consumers' nostalgia to engage and connect with them on an emotional level.
- Quirky Advertising Approaches
- Disruptive innovation opportunity: Embrace unconventional and tongue-in-cheek advertising techniques to stand out and capture the attention of consumers who are looking for something different.
- Cross-industry Collaborations
- Disruptive innovation opportunity: Collaborate with unexpected partners from different industries to create unique and innovative offerings that blur boundaries and attract a wider audience.
Industries Being Reshaped
- Fashion
- Disruptive innovation opportunity: Combine fashion with unexpected elements to create disruptive products and experiences that resonate with consumers.
- Beauty
- Disruptive innovation opportunity: Explore new ways to integrate beauty products into fashion campaigns to create a holistic brand experience and generate additional revenue streams.
- Marketing and Advertising
- Disruptive innovation opportunity: Experiment with unconventional advertising approaches that challenge traditional norms and capture the attention of consumers in new and unexpected ways.
