Reitmans is a Canadian fashion retailer offering reasonably priced clothing designed for a mainstream target. In previous years, Reitmans campaigns have targeted a broad audience of woman 18 - 54, however it created a bland perception when even the most mainstream of woman still want to look fashionable. But what necessarily is "fashion." Sure haute couture creations seem visually appealing on the pages of magazines and runways, however in daily life; they're almost laughable.
This idea sparked into a campaign that took a stab at high fashion. It features 2 fashion experts, used throughout all of the campaign, demonstrating how Reitman's fashions relate to the consumers' life compared to runway trends in various scenarios. The slogan finally reads "Reitman's: Designed for Real Life."
What makes it so successful you wonder?When used with other media in the communication mix, each highlights each other to the best of their advantage. TV commercials highlight the contrast between runway and real life, while online banners and out-of-home promote items featured in a specific season. Furthermore, the campaign has created a unique personality and attitude that seems to fit Reitmans rather perfectly, in spite of being in a category that is largely undifferentiated.
In conclusion, the twisted spoof on "high fashion" has created substantial brand awareness for the company and according to research, substantial growth as well. The campaign has evolved beyond the idea and embraces a business mantra in all aspects of the Reitmans company.
Credit goes to TAXI advertising in Toronto
Great post. Very interesting. Although, remember your target audience. Just like the commercials there is a bit of humour inserted. Warm up to your readers next time and be yourself.
ReplyDeleteI love this campaign! Okay, so maybe I've said that in the two previous comments I've posted already about other campaigns, but I do really love this one! Perhaps because I like Reitmans clothing. I also think it's funny, so it resonates with me.
ReplyDeleteI like how a comparison is made between runway fashions, and functional yet fashionable Reitmans clothing. It's done in a creative and humorous way though. I like those two little fashion guys. They're too funny!
The message is clear for this campaign - you can still be fashionable, but yet wear functional clothing and it not cost an arm and a leg (and you won't look like a weirdo alien like in the link Sam posted above). Reitmans wins over couture clothing any day!
Great campaign choice to talk about!