Coming from the advertising/marketing industry, I continually evaluate how a brand speaks to their consumers through the messaging choices they make. And now as a blogger, I have been directing my eye more and more to the fashion arena. What’s more, as a female consumer, I am looking at these messages, not just to see the product attributes, but also to see if I agree with the more political message that the brand chooses to convey.

A big part of how a brand communicates with their consumers is through print media. Of course, nowadays more and more of that influence is coming from what the stars are wearing (or rather what the stylists have been paid to put them in). However, print (mainly magazine ads) is still one of the biggest media spends for luxury brands and their new campaigns are eagerly anticipated and dissected when they arrive (just see all the discussion over Miu Miu’s and Lanvin’s latest campaigns).

So, when I look at ads, I’m debating if I like the style of the item/collection, find the item covet-able and if I’m inspired by the fantasy that is being constructed. Do I aspire to live in the world that is in that ad and do I want to align myself with what that designer is all about.

I know that these huge companies are filled with marketing experts, so I’m often confused by the ads that I see. Do they really feel that women will be compelled by the message given in the ad and aspire to owning their products because of them?

For example, which of these three ads (ignoring the product and focusing just on the sub-text) do you find compelling?

Marc Jacobs
His ads are typically straightforward and product-centric. In his stark photography, he goes counter-culture and quirky by NOT putting a whole scene together. He’s saying he’s so hip and cool he doesn’t need to elaborate. And if you don’t get it, well, you’re not hip either. He knows you’re going to talk about him and allows you to create your own story. Even if you don’t “get it” you at least can evaluate the product on its own merits.

Guess
This is a Guess ad but could be any number of brands that use their models as mere props for a product. These bother me the most because they are not even trying to disguise the fact that their goal is to manipulate women into thinking they will be sexy if they buy the product. It isn’t empowering. I actually find it degrading and insulting. Do they think we are so easily led? Is an ad like this compelling to women or does it come off completely lacking in insight?

Via Spiga
This ad is my personal favorite. The woman in the ad is strong, classy and confident. I want to be like her, striding purposefully across the street. She’s sexy, not simpering. I can see the product in action and it looks amazing.

Fashion is becoming more and more political with the discussions around child-labor production, lack of quality control, and anorexia-inducing models. As consumers, I think it is important for us to consider all of these issues before purchasing because one of the strongest methods of communicating with these companies is through our wallets. You are what you wear is more true today than ever before.