AN ONGOING ADVERTISING CAMPAIGN
VALENTINO #EMPATHY
Valentino launched their #empathy campaign for their Autumn/Winter 2020-21 collection. Its self-proclaimed aim is to 'bring intimacy to the forefront' with a concept highlighting friendship - no doubt influenced by the Covid-19 pandemic that has defined the year.
It's cropped up online, seemingly the best place to advertise as a fashion company as the world is today. Their official campaign video (below) is a compilation of home footage depicting a fantastically diverse range of people. Its message, I predict, is going to be something about people from different backgrounds coming together in these 'difficult times' - I'm certain it's going to capitalise on the Covid crisis to push their advertising
In an interview with vogue, designer Pierpaolo Piccioli states that 'solidarity is part of our culture'. He's making an interesting implication about the advertising campaign I'll be looking at here; it's appealing to
AIMS & OBJECTIVES
Generally, the main aim of advertising is to persuade people to buy your product. Fashion campaigns are the same, although they seem to take up a category of their own. I've noticed a trend in Valentino's advertising with this campaign that seems to be appealing to a section of the market who value charity. They've been donating money as a company:
TARGET AUDIENCE
DEMOGRAPHICS
According to investopedia.com, demographics are the 'study of a population based on factors such as age, race and sex'. It's 'socio-economic information expressed statistically' - basically, the percentage of an audience that's made up of a certain type of person (eg. women, caucasians, millennials etc.).
For this campaign, I doubt they would stray from their usual target audience. No matter how out-there your fashion campaign is, it's still got to sell your seasonal collection - Valentino have to appeal to their usual customer base first and potential new customers second. Both are important though, which is why the #empathy campaign is painted so humbly.
Data from yougov profiles
Valentino is most popular with Generation X (1965-1980) according to Yougov. This is what I would have expected from a relatively expensive clothing brand - it wouldn't be as affordable to young people in the current economic climate. I would assume that the clothing and messages Valentino sell, as a brand, are catered to Generations X and younger. Baby Boomers only make up 10% of this data; I don't think the brand is catered to them as much (however they make up a portion of the demographic, meaning that they're important either way).
If we take a look at the Valentino website, items seem to be listed from around £100-£400. I would expect members of Generation X to be able to afford keeping up their (although obviously not the entire age group) more than younger groups.
Yougov also shows the breakdown of Valentino's gender demographics. They're close because Valentino offers both men's and women's clothing and accessories. They advertise with a gender spectrum in mind rather than simply men or just women. I would expect the demographic to be skewed towards women - not because I believe women are inherently more susceptible to fashion brands, but because I believe that the fashion industry is based on the idea that women can always be better. The industry has definitely changed for the better in recent years as social priorities have changed, but taking advantage of insecurities society has projected onto people (particularly young women) is still a surefire way to sell clothing in 2020.
The #empathy campaign makes use of both female and male models - particularly with their promotional posters.
PSYCHOGRAPHICS
Psychographics is the classification of members of your market based on human traits that group them together. Here, they're separated into seven categories:
LEGALITY AND ETHICS
The Valentino campaign must consider and conform to ASA guidelines for advertisement, as with every campaign. The use of multimedia advertising within a campaign makes it more complicated to track involved laws, but there are certain things you must consider for every advertisement you put out.
Relevant for this campaign, for example, are the guidelines:
These two are examples that Valentino must follow for this campaign specifically. 3.1 is more general - you must not mislead the people buying your clothing or other items. 6.1 seemed more relevant to this campaign in particular because of their use of the public in one of their Youtube videos advertising the line:
Of course, these people are all friends of creative director Piccioli. They would still need to ensure everyone was happy to appear in the video in order to use their faces in the advertisement.
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