EST-CE LE RETOUR DU MARKETING BANAL ?
In a shift towards post-pandemic marketing, consumers now crave relatable campaigns over extravagance. The change mirrors the landscape in the luxury sector, which, following a post-pandemic boom, is now experiencing softened demand amid ongoing economic uncertainty, high interest rates, and persistent inflation. A subdued atmosphere prevails, with "quiet luxury" enduring beyond the conclusion of Succession's finale, emerging as a theme on runways.
La campagne aéroportuaire de Gucci, qui met en scène Kendall Jenner et Bad Bunny, présente des ensembles décontractés adaptés au voyage.
Principaux enseignements :
Luxury brands are redefining their approach in recent campaigns, embracing the mundane aspects of everyday life.
While still aspirational, these campaigns opt for subtlety, featuring celebrities in casual settings captured by paparazzi-style photography.
Consumers now seek relatable campaigns over extravagant displays, marking a shift in post-pandemic marketing. With economic uncertainty and subdued luxury trends prevailing, creating resonant campaigns has become imperative. The move towards "quiet luxury" mirrors the changing spirit of the times.
Bottega Veneta's Pre-Spring 2024 campaign, titled "Readymade," marks a departure from traditional luxury marketing. Launched on December 5, the campaign features A$AP Rocky and Kendall Jenner engaged in ordinary activities like grocery shopping and jogging, all while adorned in Bottega Veneta. The images, sourced from paparazzi shots without the brand logo, aim to capture candid moments of everyday life. In contrast to earlier surreal marketing stunts, recent campaigns adopt a more subtle approach. The brand’s creative director, Matthieu Blazy, emphasizes the concept of "perverse banality," where ordinary items are elevated. The brand's exploration includes unique apparel like trompe l’oeil jeans made from signature leather. The "Readymade" campaign aligns with this philosophy, underlining the brand's commitment to making the everyday special.
Gucci, known for maximalism under former creative director Alessandro Michele, shifts towards wearability in recent campaigns under Sabato De Sarno. The focus is on making campaigns uncomplicated and easy to understand, fostering a sense of commonality. Gucci's airport campaign, featuring Kendall Jenner and Bad Bunny, showcases relaxed ensembles suitable for travel. The inclusion of celebrities is crucial in so-called "boring" campaigns, offering a sense of voyeurism and maintaining an aspirational quality. Gucci's airport campaign strategically selects talent representing modern-day "royalty," recalling candid shots of past stars with Gucci. Other brands like Louis Vuitton and Tory Burch also explore everyday settings, reflecting a desire for relatability.
A$AP Rocky dans la campagne Pre-Spring 2024 de Bottega Veneta, intitulée "Readymade".
The high-flash, high-gloss photography in campaigns creates an aspirational allure despite showcasing mundane activities. As luxury brands adapt to changing consumer preferences, the current trend towards relatable and subtle campaigns reflects a broader shift in the industry. By appreciating daily clothes and incorporating elements of reality, brands navigate a landscape where authenticity and relatability reign supreme. The cyclical nature of fashion and luxury suggests that staying attuned to evolving consumer sentiments is key for continued success.