The American clothing brand American Eagle decided to no longer photoshop the models in their lingerie advertising campaign. Birthmarks, tattoos, stretch marks and some fat rolls remain visible and this move is very successful. The sales have increased with 9% since they have started with this campaign.
Another good example is the American online store Rent The Runway. Customers can upload a photo where you can see them wearing the clothes they have purchased. The garments worn by the ‘ normal customers ‘ sell twice as good as the garments that are shown by professional models
The taste for imperfection is visible in our society for some time now and is not limited to the fashion industry. In the food industry this development is also clearly visible. For example selling fruit and vegetables that deviate from the norm in terms of appearance, and therefore will not be sold in normal trading.
Future
Advertising with ‘real people’ was a big thing the last couple of years. I think it is very cool to actually see that sales are increasing when we see images of people we can relate to.
It shows that we are developing a taste for authenticity instead of perfection. Of course a lot of advertising is still based on perfection but it is clear to see that our society is changing.
Source: Kooplust.nl
Berberella 