If a company sold to your emotions rather than your fashion taste would you buy it? Do you think people support companies more when they have an emotional connection to them?
There is a chance that marketing is changing. Companies are going to start tugging at your heart strings rather than forcing products down your throat. They will sell you an idea, something you can identify with. One example of this is United Colors of Benetton, they are a clothing company but by looking at their ads you can’t really tell.
Looking at some of their ads what is your reaction? I know I immediately think race and oppression, not once do I think clothes. Would you buy from a company like this or does it make you cringe and turn away. In my opinion the idea behind it is for you to identify with the issues they are standing for and then in return support their business.
Lets compare these ads to other big name clothing brands.
Abercrombie & Fitch. They are known for having rather scandalous advertising and I suppose in away this is similar to what United Colors of Benetton are doing, but really its not. I mean one company is making a statement about strong and controversial political topics while the other is selling sex. But hey, to each their own.
Another company that has tried selling emotion is Wren Studio. A few months ago they released a video to debut their new collection. The video was called “First Kiss” and it was a variety of complete strangers kissing for the very first time.
Just until a few days ago I had no idea that video was an ad for a clothing company, however I absolutely loved the video! I thought it was beautiful.
There have been several articles and blogs written about it arguing whether or not it was successful. Some saying that “It’s a beautiful short film that does absolutely nothing to sell clothes or leave any sort of brand impression for Wren,” while other articles rave about its success. Business Insider said “Traffic to the Wren website is up 14,000%, and 96% of those visitors are new to the site. Sales in the online store are up over 13,600% compared to the week before First Kiss was released.”
So who do we believe? The people saying it was pointless but a beautiful video? Or the ones saying it was tremendously successful on all levels? I suppose it’s up to us individually to decide how we feel about the video and then go from there.
Whats your opinion? Is this a successful way of advertising a business? Does emotion sell?