Question

Topic: Advertising/PR

Photos For A Retail Clothing Store-serious/smiles

Posted by Anonymous on 2/26/2007 at 9:57 AM ET 50 Points
I work for a retail clothing store with over 200 stores across the USA. We are coming up to another photoshoot for Back to School. We use 4 models and have them pose in the most popular clothing we have for that season.
My first question-Do you think models who are smiling or models who are serious, sassy etc(such as the GAP advertising) are more appealing to our target market of 17-22 year olds?

Question #2- Does anyone have any great yet simple conceptions for the photo shoot. Our thing is simple, bright. The outfits are probably going to be bright colors etc so what should we do for the window graphics-36x60. It will have their picture obviously but when you walk the mall what graphics stand out at you more?
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RESPONSES

  • Posted by L. Duggan on 2/26/2007 at 10:07 AM Member
    You may consider conducting focus groups with 17-22 year olds to give you a sense for what appeals to your target audience. Show them pictures of the models smiling, serious etc. and determine which have the most impact.

    This is an ideal application for qualitative research such as focus groups. You can also get a sense of the appropriate messaging for your campaign as well by having the participants share their feelings and emotions around the photos, the clothes and the models
  • Posted by Harry Hallman on 2/26/2007 at 12:34 PM Member
    I think the best idea is to put these models in real life situations and let them show the emotions that make sense for the situation.

    https://www.shopalternative.com/photos/ these photos were used by a retailer and selected from a large volume of pics. They are all alone and not smiling, but giving attitude in some form. If, however, they were together there should be some connection with each other. That can be any emotion.

    Harry HAllman
  • Posted by Phoenix ONE on 2/26/2007 at 5:23 PM Accepted
    There is some excellent advice and perspective from my colleagues above.

    I would offer the following:

    If the shots are Branding - Become creative with your media, group shots in target demographic environments will play much better than individual shots. Skip the typical back to school themes, they are "cooked" envoke the use of Ipods, Laptops or cell phones into your theme shots - do not stage the shots as posed make them appear interactive.

    Let your brand relate to the demographics , do not simply hope the demographics relate to your brand.


    IF f the shots are pure product intros, tear sheets, etc then single models in white seamless backdrops or soft pastels works best - make the product jump off the page.

    The demographic you mention is inundated with ads, they are perceptive, smart, and know an Ad-Dud, most important theme is relate to them WITHOUT selling them. Let them feel it is hip to buy your clothes.

    Hope this helps

    Good Luck & Happy Marketing ~


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