Youth call for more realistic women and less sex in advertising

We-Can-Do-It-Rosie-the-Riveter-Wallpaper-2

Remember when I posted last week about CEO Barbie? Well it seems that the movement to redefine what women mean to consumers advertisers and their consumers is continuing apace this week, as a study by State of the Youth Nation has shown that young people feel that women are ‘too sexualised’ in advertising.

Over all, 1,000 16-24 year olds were surveyed, with 65% agreeing that brands and advertisers use women as sexual objects entirely too often. Interestingly 64% also agreed that advertising could be better used to empower women if it chose to show them in an inspiring and respectful light more often.

The study asked its group several questions about the use of women in advertising, and the responsibilities of advertisers to foster body positivity, with a consistent majority calling out for a change in the way we see women portrayed to sell products.

Hopefully the current and next generation of creatives can start to change how the industry views and uses women for the better!

Read more from Danielle and the DDCA team on the DDCA website.

Monty the Penguin

I can’t stop watching the John Lewis Christmas TV ad – which isn’t a huge surprise after the success of their ‘Bear and the Hare’ campaign from last year.

If you haven’t seen the ad yet, it’s a must watch that will melt your heart:

Now if you’ll excuse me, I’m off to download Tom Odell’s Real Love and buy myself a Monty mug!

#KindToCitySkin

I’ve lived and worked in some of the busiest cites in world, including New York and London and know all too well that a busy lifestyle combined with harsh weather and pollution can really take its toll on your skin.

So I was excited to see that Simple Skincare have invested £7 million in their latest campaign, #KindToCitySkin, to educate consumers about the effects that city living can have on their skin.

Watch the video and let me know what you think:

Mulberry Autumn Winter Advert 2014

I have just seen Mulberry’s advert for autumn winter 2014 and its visually stunning.
Mulberry has really been on a roller coaster ride these past few years and I think its finally finding its feet in new world of fashion.

Mulberry has truly gone back to its roots of British Country Heritage with this collection and I feel its a step in the right direction for the label, it features houndstooth, tweed, leather and arran inspired knitwear.

In 2000 the company sold almost 42% to the luxury fashion brand Ong Beng Seng. This seemingly pulled Mulberry out of the british heritage time warp it seemed to had been stuck in. The Ongs took the brand over seas to America and heralding a return to profitability in 2001 with revenues of $39.7 million. Mulberry released a statement explaining that it had been a hard decision to sell a proportion of the brand as they wanted to keep their heritage truly British, but they wanted to expand the label. They aimed to keep at least 35% of the manufacturing in the UK.

It was Bruno Guillon former chief executive of Mulberry also formerly managing director of Hermes France, decision to take the brand in a more elite, exclusive direction that really lost Mulberry its valued customers. Guillion wanted to make Mulberry in the same league as Hermes, Dior and Chanel. But this was a really huge mistake as Mulberry didn’t establish themselves as an elite brand. Mulberry’s main image is affordable Luxury. Consumers like goods that are slightly out of their price range but still within reach. This is why Mulberry has been so successful. But Bruno inflated the prices to an unreachable amount, therefore loosing valuable customers. It was well reported to consumers how much Mulberry was loosing annually, consumers were appalled in the fact it was the same bags, same materials, same manufacturing process yet a much much higher price.

In 2014 Mulberry finally listened to the consumers and agreed to reduce the prices back to the original pricing structure in order to try and win back their audience. This is an on going process.
The brand still has a massive following and their annual sale is still as popular as ever. But we can only put the price increase down to experimental purposes and be grateful that Mulberry listened to feedback and there profits warnings. They turned it around very quickly once they realised this.

I think Mulberry will continue going from strength to strength and continue on the amazing journey it is on.