Hello Fashion Lovers!
There are very few high end clothing brands that pertain to “larger” or “real life” women. Most of it is based on Celebrities with the perfect body or malnourished models and let alone do these fashion companies advertise their product regularly. It the fashion world, not only plus-sized women but ANY-sized women are severely under-represented. Not all of us are a size 2 even if we try. However, some more forward fashion opportunists have taken a leap of faith in a world of size two and have made their mark on T.V. Reitmans Clothing has used a marketing plan that is relevant to mothers and “real life” women ranging from ages 20-60 as well as both sizes petite to 14-plus. This marketing plan has done well. The reason I wanted to blog about this is because of their entertaining commercials. Also similar to Dove they make women feel better about themselves the way they are. I find that the commercial is so successful because there is both humor and well put slogan that makes me want to go to my nearest Reitmans and see if they have anything for me. Although it says nothing about the prices the slogan “designed for real life” also means “a real budget”. As well on their website http://www.reitmans.com/en/index.cfm they also have the slogan for certain wardrobe classics called “designed for everybody and every body” which is something many women look for when going into clothing store or looking online. How many times have you asked yourself “will that look good on me?” or “Can I pull that off”.
The commercial starts out with a typical scene of which you would chose a certain outfit for. Such as a lunch date, walk in the park, etc. A typical scenario in which a woman would want to be noticed or look presentable for the occasion. However, the parody is that they first dress a model up in High Fashion and have her walk through the scenario. Of course it is disastrous because almost all of high fashion although interesting on the run way are in NO WAY wearable in reality. So as the commercial goes on the “Reitmans” model walks out and goes through the scene perfectly. The best part however is the scoring at the end which is always “Reitman’s 1, Au Couture 0” and finished off with the slogan “Designed for real life”. I thought in general the commercials were well done and I always stop to watch one if it’s on T.V.
Here’s an example of the commercials:
P.S. I love the part where the dog “fetches” her hat thing in the “park” commercial 😀
-Ashley
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