With the outbreak of the coronavirus crisis, companies and brands had to readjust their advertising plans and also change what they were doing and how. Some stopped their advertising campaigns, while others adapted their ads to the new context. This has involved launching new advertisements, making home recordings, retrieving stock footage, or giving new life to images already used in the past. Also, at times, it simply means recovering archival advertising campaigns and reusing them in this new scenario.That’s what some fashion giants are doing. Giants of the world of luxury fashion, such as Louis Vuitton, Saint Laurent or Versace, are recovering campaigns from their archives and reusing them in different actions.As explained in Business of Fashion , the fashion giants are following the same model as the influencers, who are recovering old photos on their Instagram profiles to continue generating content (and content that is not always theirs at home).
The big luxury brands are Nauru Email List doing it in different contexts.Saint Laurent is using photos from the past on Instagram and Versace has recovered photos from his campaigns from the 90s on the same network, in a nostalgic twist. So is Burberry, which has been uploading ads from the past to social media and introducing them in a nostalgic campaign about the company’s heritage and history.In front of them, Louis Vuitton has taken the most complete step. The company is not only recovering its archival photos and campaigns but also using them as they were originally intended. The latest campaigns he has published in the Sunday editions of The New York Times , reminiscent of the fashion industry in the media, are actually advertising campaigns from the 90s.
His latest ads already appeared in print media in 1997 and 1998.The reasons for this moveWhy are the big fashion brands making this move? Of course, the key is in the situation we are in and the limited margin of action that it leaves to companies when creating content and generating new campaigns. However, that is not the only reason.The main reason is also nostalgia, a crucial and very important element when creating a brand image in recent years. In general, social networks have promoted a nostalgic movement, recovering images from the past. In relation to fashion, the strip between the 70s and the 80s has been the main protagonist of the content that is shared virally. This is a type of content that, therefore, consumers want to see.
Fashion brands themselves have recognized on occasion ( Business of Fashion includes statements by Donatella Versace on the matter) that consumers are increasingly interested in their history and cultural heritage. Donatella Versace adds in these statements, in addition, that with this type of content right now they can give their clients an “escape from reality”, without having to shoot special content.And, of course, those contents are much cheaper. Even when they don’t use their campaigns and are left with images from those decades that had not been published at the time, they will have to pay for them much less than it would cost them to create new content.An image agency that collects archive content from the fashion industry recognizes that in the last two months it has seen a rise of between 50 and 60% in its volume of work.