As I have mentioned that both department stores and international brands would do commercial films in usual and they mainly do that for specific "purpose", such as new collection, special edition or sales promotion.
Karl Lagefeld for H&M
Stella McCartney for H&M
Viktor & Rolf for H&M
I suppose there is no need to describe how huge it is every year H&M invites high-fashion designer to create a special and limited collection for them. These commercial films here definitely play a very important role to promote the annual event; nevertheless, H&M as a brand seems not reveal their personality obvious enough as far as I am concerned. There are a few of reasons, and I think a portion may be due to H&M's "brand position", which is more about value instead of strong design. On the contrary, AllSaints may need to put emphasis on good quality, specific design and unique even a little quirky brand personality. That is to say, what AllSaints should do at the moment is "institutional advertising" rather than H&M's "promotional advertising", though to reach the marketing objectives is important AllSaints are supposed to achieve their marketing communication objectives first of all in order to increase consumers' awareness.
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