Decker Design

This holiday season while celebrating with you and yours think about the big news: consumer spending is back with a vengeance as are advertisers. This Thanksgiving, on the eve of Black Friday, Steven Heller was in the holiday spirit with his lucid and insightful critique of American Apparel’s new ad campaign: http://bit.ly/vHBauU

In case you haven’t had time to read Heller’s post, American Apparel is jumping on that old marketer’s bandwagon: SEX. The images are trying hard to be lurid…it’s just that sex is oh so twentieth century.

What do consumers really want? Let’s look at retailers across the price scale and we can see a trend: everyone wants to be a STAR. The new Michael Kors campaign features a limo and a club scene replete with trendsetters bathed in his product. Donna Karan’s bridge line, DKNY, has launched a new campaign with women “caught” by the camera. If you can believe it, there is even a teenage prom dress line called, “Paparazzi.” And last but not least, if you can’t afford a dress, you can go to your local drugstore and purchase some Crest white strips in the 3-D version to attract the shooters.

Michael Kors Campaign image

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