As consumers become more divisive, merchants are charged with curating unique and purposeful ad messaging. The "Advertising: Make a Lasting Impression" report released by market research firm Kantar Millward Brown explains that brands that strike harmony in communication, branding and entertainment will fare the best against multiplying, stiff competition.Marketers armed with robust research on its target audience are able to accurately devise authentic messaging. “Emotional meaningfulness is about a brand being more liked by consumers than other brands, and emotional difference is about a brand behaving in a way that makes it seem more dynamic or progressive than other brands,” the report said. It recommends that marketers regard the full picture of its consumer — not just her shopping preferences — to inform new initiatives that are emotionally meaningful.This requires that messages be succinct and impactful. The authors of the report note clandestine, subliminal messaging doesn’t go far with today’s distracted and multitasking consumer. The report said, “When developing ads based on an idea or feeling you want to communicate, make sure these can easily be grasped. An idea or impression has a better chance of landing and influencing what are often superficial future purchase decisions.” The more messages in an ad, the more convoluted the messaging, it noted.Messages that contain a clear idea or feeling will deliver the most ROI, the report said. “An idea or impression has a better chance of landing and influencing what are often superficial future purchase decisions,” said the report. According to the firm’s global database, the top 25 percent of brands that succeeded in expressiveness benefited from the largest sales shifts.Expression and messages based on a storyline stay with consumers longer, the report suggested, which later informs purchases. “Ads that use storytelling are more involving, more noticeable and more memorable, all of which contribute to sales,” the report said. “They are more likely to generate smiles; and we've seen that ads that make people show emotion on their face generate more short-term sales than ads that don't.”And though striking a chord with consumers will likely benefit sales, those that aren’t consistent with brand DNA will deliver the exact opposite results — especially with Millennials and Gen Z-ers.More From WWD:For Millennials, Sharing Is CaringShaping Marketing Strategies to Capture GenZ ShoppersStudy: Retailers Failing to Meet Consumer Expectations
In honor the @CFDA’s announcement of @iamnaomicampbell receiving the Fashion Icon Award at the 2018 #CFDAAwards, which will take place on June 4, here’s a #tbt of the supermodel on @michaelkors’ runway in 1991. #wwdfashion #wwdarchive (📷: George Chinsee)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.