For February, ads from Wal-Mart Stores Inc., Home Depot Inc. and Walgreens Boots Alliance Inc. took the top spots in advertising effectiveness in a month that saw an overall decline in the number of campaigns promoted by major U.S. retailers.Researchers at ABX who compile the monthly Advertising Benchmark Index report noted that the top U.S. retailers tracked ran 432 new ads during the month — down 228 ads from January, which turned out to be a more promotional month overall as retail brands worked to clear inventory.Ads are rated by a consumer panel on the basis of 14 variables. A score of 100 equals "average effectiveness." The ABX Index measures the overall impact of an ad.For television, Wal-Mart's "Best Things in Life Are Free" spot came in with a 127 ABX Index score, which was driven by a 182 reading for the brand's "reputation.""This upbeat spot uses a great jazz song, 'The Best Things in Life Are Free,' text and no spoken audio to communicate Wal-Mart’s new ability to ship orders in two days for free," ABX researchers said. "Visuals include happy people using their cellphones and computers to order from walmart.com."The ad from Wal-Mart touted free, two-day shipping and no membership fees.See the Wal-Mart ad here.For radio, Home Depot won out with its "GE top load washer and matching dryer…" spot. Here, the home improvement chain keyed into consumers looking to upgrade their homes with new appliances. The ad focused on a value proposition that included saving $200 when both units are purchased at the same time as well as 12 months of financing.This ad came in with an ABX Index score of 110, and would have done better if the "awareness" measure was higher. "Like most radio spots, this one featured an urgent male voiceover — hurry! — and background with a heavy, loud beat," the ABX report noted adding that the ad had weak likability with listeners. Still, it was enough to give it the top position for radio.In the digital ad category, Walgreens' flu relief products ad was number one. It's ABX Index score was 123, and driven by a high "reputation" score. The researchers at ABX noted the ad relied on visuals and text with no spoken audio. "The visuals show animated flu relief products moving into a shopping basket to upbeat music," ABX said.For print, Kroger Co. took the top placement with a coupon-focused banner ad. It's ABX Index score was 119, and it too was buoyed by a strong "reputation" score (of 149). The supermarket chain giant also grabbed the top spot for free-standing inserts in February.
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)
Breaking News: @hedislimane joins @celine as its new artistic, creative and image director. One of fashion’s preeminent image-makers and trendsetters, Slimane is to join the LVMH brand on Feb. 1 and unveil his first fashion proposition for men and women next September during Paris Fashion Week. It marks a major homecoming for Slimane, who cemented his reputation – and influenced men’s tailoring for more than a decade – as the designer of Dior Homme between 2000 and 2007. He went on to reinvent and ignite the house of Yves Saint Laurent, which he rechristened Saint Laurent, between 2012 and 2016 – all the while maintaining a close relationship with the Arnault family, which controls LVMH and Dior. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
“Personally I believe the Eighties have been the richest and more vivacious period for international fashion,” Giorgio Armani said when asked what his favorite decade of fashion is. It was a moment of disruption and experimentation and only thinking back to the first years of that decade is always an emotion for me, for what they have meant to me and my work.” The influence is clear in @giorgioarmani spring 2018 collection, pictured here, which was full of bright colors and unexpected prints. Read more about which decades designers loved most on WWD.com #wwdfashion #wwddecades (📷: @aitorrosasphoto)
For Lady Gaga’s only Italian show on her “Joanne World Tour,” the singer wore a range of @versace_official outfits. The standout piece: this custom-made bodysuit inspired by the brand’s spring 2018 collection. #wwdfashion (RG: @ladygaga)
@_camillaruth_ is expanding on the wellness-craze concept with @westbourne – a new NYC restaurant that’s both a healthy-minded café as well as a business that gives back to the community. Marcus works with the Robin Hood foundation to give back to The Door, a non-profit providing youth development services, and also hires employees through The Door. Read our full interview with Marcus on giving back through food on WWD.com. #wwdeye (📷: @lexieblacklock)