Model Collaboration: Fashion’s Big OOH Moment

With London Fashion Week in full swing, the metropolis is shining as star casts, sustainability messages, and even second-hand fashion conquer the capital. This event highlights the importance of out-of-home (OOH) advertising, especially in the fashion realm.

The Power of Out of Home Advertising

Out of Home advertising is the perfect partner for both ready-to-wear and couture labels. The technical capabilities of digital screens combined with immersive event spaces like Below The Lights by Landsec offer new opportunities for creative retail theatre. OOH advertising becomes a captivating visual experience that connects uniquely with consumers.

Category Insight: Growing Demand for OOH

The demand for outdoor advertising is on the rise. Over the last 12 months (from July 2023 to June 2024), spending on OOH grew by 37% year-over-year, outpacing any other media channel. This trend is based on data from the clothing and accessories category from Ad Intel. The appeal of premium large format screens captures all the glamour and prestige of a glossy magazine cover, making OOH a central element in media plans.

Seamless Fit: The BOSS Campaign

The high-end fashion house BOSS has lined up an all-star cast led by its newest partner David Beckham for its fall/winter advertising campaign. The digital OOH campaign for BOSS runs for seven days from September 16 on Piccadilly Lights and at Westfield Stratford City and Westfield London, directing audiences to nearby stores.

The Impact of Digital OOH

Featuring iconic figures such as singer Burna Boy, actor Lee Jong-Suk, and tennis player Matteo Berrettini, the BOSS campaign highlights how DOOH (Digital Out of Home) can create a deep emotional connection with the audience. Brazilian supermodel Gisele Bündchen returns as the face of BOSS womenswear, accompanied by Naomi Campbell as brand ambassador.

Conclusion: Elevating Brand Presence

Outdoor advertising campaigns are not only effective but also provide an exciting platform for brands in fashion looking to stand out in a competitive market. With the rise of OOH and DOOH, outdoor advertising companies are well-positioned to help brands maximize their market presence.

 

 

 

 

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