JP's Place!

The next three videos are men commercials from H&M for the 2010 Fall season. I came up with the idea of looking up for their ads because of a purchase I made there not so long ago. I have bought a nice jacket for Vancouver’s particular weather and, I have to admit it, it has been an impulsive expense. I saw the coat in the store, fell in love with it, and told myself I really needed one even if it was not entirely true! I’m guilty,  but I can live with that!

For two years approximately, I have been enjoying shopping  at this store for their relatively low prices and the trendy look of their clothes. Nonetheless, I couldn’t remember having seen one of their commercials on TV; hence, I decided to investigate and find some of their most recent ads.

A man standing in an all-mirror booth trying on new clothes or getting ready to go somewhere; the concept is quite simple. Perhaps, it is too simple. Personally, these commercials don’t appeal to me. It may for a majority of their target market, maybe. But I suspect, by the lenght of the ads, that they are intended to be played often during precised TV shows, even twice during a single commercial. Hence, I think the objective of this campaign is to engrave the H&M name and logo inside the viewers’ heads by repetition.

H&M, like Zara, is part of the Fast-Fashion industry which rotates its stock every month, approximately, rather than every season. For this industry, timing is a crucial element.