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Dance

Annons för Givenchys nya parfym Dance


Givenchy lanserar en ny parfym, Dance. Det är märkligt med Givenchys parfymkampanjer, de kommunicerar något helt annat än det Riccardo Tisci skapar för Givenchy. Får inte Riccardo Tisci vara med och leka när det kommer till parfymerna? Sträcker sig hans kreativa chefskap inte till de kommersiella grejerna som måste sälja på riktigt? Blir inte kunden förvirrad av dessa totala stilkollisioner? Eller kan det vara så att Givenchys parfymkunder inte har någon uppfattning om vilket uttryck klädkollektionerna har? Det sägs ju ofta att modehusens klädkollektioner endast kommit att bli dyra marknadsföringskanaler för att sälja mer parfym och kosmetika, men borde inte den marknadsföringen iallafall stämma överens någorlunda med den målgrupp och känsla som man förmedlar i huvudprodukten, parfymen? Den här kampanjen är visserligen inte fullt så Givenchyfrånvänd som kampanjen med Liv Tyler som lanserades 2007. Jag är förvånad. Går det verkligen att driva ett varumärke med två så fundamentalt olika inriktningar - Riccardo Tiscis svarta och hårda stil parallellt med parfymkampanjernas docksöta flickor? Även
Givenchykampanjen för parfymen play med Justin Timberlake förvånade mig.

Kampanj från 2007 med Liv Tyler för parfymen Irrésistible


Kommentarer
Postat av: Angie

2009-12-03 @ 11:42:27
Postat av: Angie

Var inte meningen att skicka en tom kommentar.



Jag tror att parfymreklamer överlag behöver vara väldigt kommersiella för att nå ut till så många som möjligt men jag håller med om att det blir smått förvirrande när man vet hur kläderna ser ut i detta fall.

2009-12-03 @ 11:44:07
Postat av: hotspot

Angie: Jo, det är ju en väldigt kommersiell produkt. Jag tycker dock att man borde kunna göra en kommersiell kampanj men ändå på den estetik som modehuset står för. Den övre annonsen skulle väl iofs kunna vara det men den nedre med Liv Tyler känns ju helt särkopplad från Givency-vraumärket.

Postat av: Maria

Lustigt att du tar upp ämnet! Jag är just hemkommen från semester och på någon av alla flygplatser vi spenderade tid, kom en säljare fram till oss när vi stod och kikade parfymer. Han sålde just Givenchy och precis den tanken du tar upp här, slog mig när vi stod där! Att deras parfym känns, trots det anrika märket, inte alls så luxuös som många andra märkens doftmarknadsföring gör. Håller med dig till hundra! Angie skriver att de behöver vara kommersiella, men det ena utesluter ju inte det andra.

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Det kanske är Richards lite gladare lillasyster som är ansvarig för parfym kampanjerna? Skämt å sido. Tycker att det är extremt intressant att läsa dina blogginlägg, en av de få bloggar som jag faktiskt läser och inte bara kollar på bilderna.

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Att få igång en diskussion är ju bästa marknadsföringen!!

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