I think some of the most interesting marketing tactics emerge in the fashion industry. Since the fashion world is constantly changing, evolving, innovating, the marketing team must embrace that change and innovation in their advertisements. There’s a new line for every brand each season, and there’s a new campaign for every one of them; therefore, to be able to stand out amongst its so-called competitors, a campaign must be…well, outstanding.
The fashion world is congested with attractive models wearing luxurious or inexpensive, albeit still enticing, attire. Women, especially sexy, charismatic and successful women, are often featured as the focus of those campaigns. Although there is an increasing trends that women aren’t the only avid shoppers, many ads are still targeted to women. In the recent GAP Black Magic campaign introducing a premium black pant line, 7 very well-dressed women are featured in each of the seven types of black pants. It seems that dressing well is the first step to looking and being charming and succesful. The GAP pants cannot be compared to a pair of Prada; however, the high standard of the Black Magic campaign made the pants really look premium and very, very desirable. A lot of fashion bloggers have given the campaign great reviews.
GAP Black Magic is so successful because it utilized an extremely powerful word: feminism. The 7 featured models are all very attractive, strong, career-driven, and well-dressed. The new age of feminism isn’t about being equal to men, it is about setting up women’s own rules in the realms of being a woman. Women don’t compare themselves with men anymore, they are beyond that point; they are exploring what it means to be a woman in their own realms.
