Am I the only one that wonders why so few fashion advertisers really seam to care about building long term brand equity.
It's understandable that some high fashion haute couture companies only have to scoop the season’s photographer and model and let their clothes speak for themselves.
What I can't understand is so few brands try to make some sort of consistency.
You can imagine some of them saying “we want advertising as fresh as the seasons clothing”. But I truly believe you can have something fresh within a concept, an attitude, a style and tone, a universe. But off course there are good examples like some of the jeans brands especially Diesel but also Lee and Levis. Also Benetton, Miss Sixty, H&M, Tommy Hilfiger, Louis Vuitton, Björn Borg, Nike, Adidas are consistent …