By: Julia Robinson In the wake of COVID-19, everyone is adjusting to being at home 24/7, with not much else going on outside of the comfort of their living room. That being said, comfortable clothing seems to be a must when it comes to staying inside all day. Clothing brands have used this knowledge to launch campaigns for loungewear type clothing. This is an example of taking a bad situation, and turning it into something they can profit off of, while still pleasing their consumers. Popular brands such as Gap, American Eagle, and Urban Outfitters have found ways to tailor to “quarantine fashion”, with key words such as “cozy”, “safe”, and “connected”. When you visit on the Gap website, the first thing you see is a picture collage of people wearing brightly colored sweat pants in different styles. Covering the images is the phrase “Home Sweats Home”, a play on words to emphasize the stay-at-home lifestyle many people are experiencing at the moment. It shows how a slogan and imagery can take something so negative and help people see a different side of it. Another example is American Eagle, and their "At Home With AE" slogan that recently came out. They created a hashtag, “AExME”, for people to post on social media to encourage staying at home, and the use of activities to keep our mind off of the virus. Source: https://blog.ae.com/at-home-with-ae/
Urban Outfitters has done similar things on their main page, keeping it simple and to the point. They added an image of a model wearing trendy sweats sitting on a set of Urban Outfitter’s sheets, with the caption “Stay Home, Get Cozy.” While it is a simple and straightforward caption, it is relevant to the events happening in our world; comfort may be the one thing people are seeking while stuck at home. These slogans and images of people in fashionable lounge-wear may not cure the virus, but when it comes to selling your product, staying relevant and up-to-date with the world's events goes a long way in both people’s lives in quarantine and the brand’s overall reputation.
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