Controversial Advertising
Advertising is huge to retailers. It is important that is is done correctly so that retailers get across the image they are trying to portray to their potential customers and engage well with the overall audience. When creating advertising campaigns there are three things to consider: how to advertise, where to advertise and why to approach it in that way.
If done correctly are effectively advertising can introduce alot of new customers to a company as well as gain them alot of more press and media.
Some retailers take the riskier approach to advertising and this approach is known as shock or controversial advertising. Shock advertising' demands attention from viewers by promoting visuals and images that with 'shock' the viewed and leave a everlasting impression on them. One brand widely known for doing this is Sisley.
Sisley is a French clothing retailer, owned by The United Colours of Benetton- whom are the pioneers of shock advertising. The company first started out in 1968, and later on in 1974 The United Colours of Benetton bought exclusive rights to own the name. Currently the brand has 850 points of sale and ships to 29 countries throughout the world. Every season, Sisley launches men and women's collections, their basic objective is to be always on the same wavelength as those who follow fashion. These collections include sporty and casual wear, formal and elegant dresses - therefore an all-round offering for every moment of the day and for various needs. Their pieces interpret future trends, take in fashion crazes from all parts of the globe and leaves matching to individual tastes. Sisley describes their own products as, 'a revolutionary dress style compared to current standards, perfectly in tune with cutting-edge trends.'
and say that the aim of the brand is to make a statement to its customers- sisley claims to focus on their target audience.