Hey there!

Q4 has arrived, I hope you guys are ready to go. To be honest September and the start of October have been some slower periods for a lot of clients.

But guess what, by improving your creatives you can somewhat combat that and improve the stuff you have control over.

This week I’ve picked 3 ads from the fashion niche to break down, let’s see how we can promote fashion in a way that’s not boring as you’re not selling something that solves a direct problem most of the time. That’s why advertising fashion it’s more about aesthetics than being so heavy on the problem.

Fabletics

Fabletics always seems to push the boundaries with their innovative new ads. This ad is inspired by Pubity. A massive Instagram account with over 34 million followers.

It follows an advertorial style ad that you’d normally see on these news Instagram accounts. I like how native they made it look so people will stop the scroll and not feel like they’re targeted with an ad.

With the copy they’re pushing heavy on the social proof by mentioning these push-up leggings are going viral and women across the globe are loving them – this helps strengthen the nativeness of this ad as it’s reporting something.

The image is great as well, a good-looking model that speaks to how the target audience would like to look.

The only thing I’d do better here is for the main image to focus more on the leggings as right now you’re seeing more of the top and when you’d read push-up you’d think they’re selling the top instead of the leggings.

Copywriting - 8/10
Visuals - 9/10
Likeliness to convert - 9/10
Overall rating - 8.5/10

Click here to see the full ad.

ICON AMSTERDAM

Running ads for men is always more difficult compared to women. The frequency of men buying new stuff is just generally lower compared to women.

I like what ICON is doing here with this GIF. They focus on the back of the legs which is something I have seen work very well for more of our fashion clients. It shows the pants in full glory, the fit and next to it they show the benefits of the product to attract the audience being men who are into looking good, fitness and wanting a pair of jeans that is stretchy and feel good.

With fashion it’s really tricky, as you have to get the legs right, we’ve seen it time and time again that some models just don’t work as well compared to others. Only for the reason of their legs being a tiny bit smaller. Generally, thicker (not too thick) legs work really well as most men would have similar legs to the image that ICON here is promoting or even smaller.

Copywriting - 7/10
Visuals - 8/10
Likeliness to convert - 7.5/10
Overall rating - 7.5/10

Click here to see the full ad.

Built Different

Love this angle. But there are some disconnects, I’ll get into those later. But overall the negative 1-star review ad work really well for a lot of our clients. It’s one that grabs attention (while 99% of the cases these reviews are made up) they continue to work.

Why?

It’s something people don’t expect, especially with this one it even says angry wife to introduce a bit of humour into the ad.

Now onto the disconnects:

1. They’re talking about why you’ll retreat buying these t-shirts, however, every man likes some attention from women, whether they’re married or not.

2. I’m unsure if this ad could be targeted towards men or their wives. I think it could work for both, but it’s a bit confusing as the review is written from a woman’s perspective.

Overall I love the ad and could 100% see it working especially when split testing with different models.

Copywriting - 7/10
Visuals - 7/10
Likeliness to convert - 7/10
Overall rating - 7/10

Click here to see the full ad.

All the best,

Dennis 💚

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