Contemporary Gen Z Female Marketing - Rare Beauty, UO, Adidas, Laneige, FWRD, Givency + Zara - LO1 + LO3
Givenchy:
https://www.fashiongonerogue.com/givenchy-spring-2022-campaign-kendall-jenner/
kendal jenner used as influencer to promote the products being shown
product category: clothing
how they have promoted product: conformed to typical ideals- showasing someone who is known for being conventionally stunning, skinny, rich and topical. Feeds into Gen Z with the distressed use of paint + the ‘clutter-core’ visuals coming through.
FWRD:
https://footwearnews.com/gallery/kendall-jenner-fwrd-campaign-summer-2022-photos/kendall-7-2/
Also utilising topical model to target the same audience who glorify + idolise her
product category: clothing + fashion
how they have promoted product: utilising body standards + sexualisation to sell products, conventional beauty. Targets Gen Z with use of vibrant colour, abstract angles, and ‘dreamy’ glow effect.
Laneige:
https://people.com/style/sydney-sweeney-on-her-skin-journey-and-second-laneige-campaign-interview/
use of influencer celebrity- who has been commended and casted for her visual appearance- small size, blonde hair, large chest + sex appeal.
product category: skincare
how they have promoted product: use of ‘dreamy’ visuals, pastel colours, airbrushed skin- showcasing ideals to sell you the idea that you can achieve this look.
Urban Outfitters:
https://www.youtube.com/watch?v=XRoiT5NYCK8&t=1s
drug references
dreamy visuals
flowers, sunsets, cool patterns
sci-fi typography
product category: clothing + fashion
how they have promoted product: includes a group of ‘cool’ and ‘edgy’ looking individuals, glorifies drug use, uses ‘trippy’ and ‘dreamy’ visuals, presents the idea of popularity being ideal.
Rare Beauty:
https://www.rarebeauty.com/
showcases a beautiful celebrity utilising product
again selling the idea that you could achieve the look of this celebrity
use of shiny, pastel + glowing products to sell this fantasy, dreamy look
use of floral imagery to promote feminity
TIKTOK Adverts
Zara:
neon + pastel colours
butterfly imagery
cloud imagery
‘dreamy’ feeling
bold use of typeface- all caps
use of 3d animation to sell the product + create cool visuals
texture + neon playing large roles in visuals - sparkly, feminine, pearls, water
Adidas:
bold use of experimental typography, utilising shapes within the text (heart shape)
3d renders
blue, lilac + pastel colour scheme
shiny visuals
Urban Outfitters:
vintage imagery + style direction- use of VHS, retro style colours and layering video
bold use of typography- sticking to elongated, retro style typefaces- either fully capitalised, or not capitalised at all
feels edgy and cool- buying into this idea that the ideal is to be trendy and youthful.
Overall, from looking at how some of the biggest Gen Z brands are selling their products, it was easy to detect themes amongst them. Although the marketing isn't as stereotypical as it was in the past, the ideals being presented have just been re-packaged to appear more ‘unique’ and ‘edgy’. Carrying the same messaging, the female Gen Z audience is still seeing these conventionally stunning standards through influencers and models. This ‘dreamy’ aesthetic of lilacs, blues, pastels and clouds is really current and popular, which i find plays into this idealistic notion. Alongside this, the use of vibrant colours, patterns and vintage visuals is also really popular amongst these campaigns.
The key themes shown are clothing, appearance, popularity, and appearing ‘cool’- which i find all play into this societal role of being ‘perfect’. I think this gives me a good indication on what to focus on- as these topics are all very current amongst the gen z female audience- leading to comparison, and the need to ‘fit’ this societal demand.
