After taking the decision to advertise in print magazines, its’ time for the next step, crafting an engaging ad. Over the years, a great many companies have been responsible for creative and eye-catching advertising campaigns in magazines. Such iconic fashion brands as Gucci and United Colors of Benetton have leveraged successful magazine ads to make an impression on readers.
While there has been a shift towards digital marketing in recent times, print ads remain a vital source of publicity for fashion brands. Below, we give five tips on how to make print ads stand out in fashion magazines.
1) Opt for a Bold, Provocative Look
In the constantly changing fashion world, fashionistas are attracted by bold collections. These may be in the form of contrasting colours, new pattern designs, and mixture of ethnic garments with modern clothing. Bold fashion lines catch the eye of customers, and the same logic applies for print ads in fashion magazines as well.
Bold print ads often feature provocative, even racy images. For instance, Gucci, when it was under Tom Ford, often utilized strong, suggestive images to create interest among readers. (source) This effect is also achieved by featuring celebrities in ads. For instance, Bulgari’s Eccentric Charisma featured Hollywood star Julianne Moore moodily highlighting the brand’s fashion bag. (source)
2) Feature a Message
Brands can make their products stand out by incorporating a message into their ad campaign. For instance, ads for a sustainable new line can highlight the eco-friendly aspect of the clothes, while also encouraging readers to be more conscious of the environment. Or by featuring underrepresented communities, like the disabled or the aged, there can be an implicit message to readers.
Lacoste’s print campaigns often incorporate people of all ages to highlight the diversity of its clothes. (source) Through their campaigns, Lacoste incorporate a message of inclusivity and appeal to a diverse range of magazine readers.
3) Play with the Form
Unlike online ads, magazine ads give you the freedom to creatively advertise your products through magazine pages. Magazine ads can incorporate the pages of the magazine itself to convey their message.
For instance, Adidas’ iconic Forever Sport campaign utilized the flexibility of magazine pages prominently. (source) As the reader flips through the pages, they would see the model on the cover perform exercises such as stretching, weightlifting, and crunches. It’s a great example of how magazine ads are unique and can be used in ways digital ads can’t be.
4) Invest in Every Element
Considering the prestige of magazine ads, especially in fashion magazines, fashion brands often have to take significant efforts to make their ads stand out. Ads in fashion magazines are often considerable collaborative efforts. These include models, fashion designers, photographers, copywriters, and more.
To ensure that ads stand out, brands should make sure all these collaborators have the opportunity to flourish and are in tune with the brand’s identity. Large-scale fashion brands can also take the plunge and invest in top fashion models like Kendall Jenner and Gigi Hadid. They can also take the help of high-end fashion photographers like Nadine Ijewere and Jamie Hawkesworth.
5) Incorporating Vintage Elements
Magazines themselves have earned something of a vintage feel. In the increasingly online world, flipping through the pages of a magazine can give off a feeling of nostalgia. Print ads in fashion magazines can leverage this by enhancing the vintage element.
Brands can do this by showing off retro-clothing ranges or pairing up their products with retro items. Other strategies for fashion brands to give off a vintage feeling include:
• Black-and-white photography
• Invoking old famous figures (like this campaign from GAP)
• Featuring hairstyles from bygone eras
• Featuring famous landmarks like the Eiffel Tower and the pyramids in Egypt
• Making references to previously famous fashion magazine ads
Conclusion
It’s clear that there are a myriad of ways for print ads in fashion magazines to stand out. Investing in print advertising is linked to higher ROI returns than digital ads and brands can ensure this ROI remains high through eye-catching ads.
It is also important for brands to find the right magazine to advertise in. One of the top emerging options for this is Fibre2Fashion magazine. It is a magazine that caters to everyone, from raw material producers to final fashion consumers. Hence, the magazine allows fashion brands to appeal to a wide range of industry stakeholder and become known throughout the industry.
Fibre2Fashion magazine also allows multiple different specifications for ads. Brands can use concise messaging to stand out through ear tags or let their unbridled creativity rule through three-page spreads. Hence, Fibre2Fashion magazine is a smart choice for fashion brands to advertise in.
