Lea Michele, she of Glee fame, is the face of Candie's and she appears in the Candie's Fall 2012 campaign, which promotes Candie's clothing and shoes available only at Kohl's. The sweet and girly TV commercial showcases Michele falling in love first with a pair of shoes she sees in a window, and then with the hot merchandiser standing behind it.
The campaign also includes print ads and interactive online elements, including Lea Michele's favorite fall fashion picks and a behind-the-scenes video and photos from the campaign.
In terms of the Candie's Fall 2012 collection, the pieces are pretty and feminine (a Candie's signature), with highlights including bright pink pumps, a striped blazer, polka-dotted pants and a turquoise striped body-con dress.
What's Driving This Trend
- Celebrity Endorsements in Fashion Advertising
- There is an opportunity for brands to leverage the popularity of celebrities to promote their clothing and accessories.
- Interactive Online Advertising Campaigns
- Brands can create engaging online elements to enhance their advertising campaigns and provide a more immersive experience for consumers.
- Bold and Feminine Fashion Collections
- There is a demand for stylish and feminine clothing pieces that incorporate bold colors and patterns.
Who This Affects Most
- Fashion Retail
- Fashion retailers can explore celebrity endorsements to attract more customers and boost sales.
- Online Advertising
- Companies specializing in online advertising can develop innovative campaigns that incorporate interactive elements.
- Women's Fashion
- Women's fashion brands can design collections that cater to the demand for bold and feminine styles.
