It's the sort of statement that would sound totally inappropriate if spoken by a male executive to his female subordinate, but this Deichmann campaign makes the recommendation of wearing high heels to work enlightening and somewhat helpful. The three ads claim that "Men over 180cm earn 10% more money," suggesting to women that strutting through the office in stilettos might just be an advantageous career move.
The Grey Worldwide advertising agency of Germany does not list any statistics that reference women's height and its possible correlation with wages or professional rank, but the data for the opposite sex was deemed to offer enough insight to build a marketing strategy around the purchase of pumps or wedges. In the Deichmann campaign, the shoe company showcases three sexy yet sophisticated heels with a view from the back to hammer in the point.
Key Themes Behind This Trend
- Workplace Height Advantage
- Leveraging height as a potential career booster by wearing high heels in the workplace.
- Gender-inclusive Marketing
- Creating marketing campaigns that challenge traditional gender roles and stereotypes.
- Data-driven Advertising
- Utilizing statistical data to develop targeted advertising strategies.
Where This Applies
- Fashion Retail
- Opportunity to market workwear with trendy and comfortable high-heel options for professional women.
- Advertising/digital Marketing
- Innovation in developing inclusive and thought-provoking advertising campaigns.
- Data Analysis
- Opportunity to analyze and interpret data to inform strategic marketing decisions.
