This pretentious advertisement for Bicester Village mall shows viewers the convenience and ease of shopping at designer outlets. The ad begins with an arrogant character who is captured in his studio while bragging about his intelligence, his careers and most of all his dapper style.
The viewers slowly begin to dislike to the man, and eventually it becomes obvious how hard the man is trying to convey his life of perfection. The ad ends with a black screen that says "Too much? For style that's effortless -- Bicester Village."
This ad conveys the message that Bicester Village is filled with designer outlets. It also promotes the ease of shopping in outlet stores because the stores carry the same brands as larger retail and flagship stores, but at better prices.
Key Themes Behind This Trend
- Anti-pretentiousness
- Disruptive innovation opportunity in creating anti-pretentious marketing campaigns to appeal to consumers who value authenticity over arrogance.
- Discount Designer Outlets
- Opportunities for innovation in the retail industry to create new discount designer outlet concepts or revamp existing ones to appeal to budget-conscious consumers.
- Effortless Style
- Innovation opportunities in the fashion industry to create new effortless style trends and marketing strategies that appeal to consumers looking for simplicity and ease in their fashion choices.
Where This Applies
- Marketing
- Innovative marketing strategies that can focus on authenticity while remaining relevant and competitive can shake up the industry and appeal more to modern consumers.
- Retail
- The retail industry can benefit from more accessible designer outlets, discount outlets, and more brands aiming for cheaper and more convenient fashion products and styles, opening up opportunities for innovation and change.
- Fashion
- The fashion industry is constantly changing, but there are still a great many opportunities for innovators in creating new approaches to design and marketing that cater to a more laid-back, less fussy clientele.
