Fashion is often described as glamour and luxury yet a very competitive industry. Fashion advertising is a branch within the advertising field that often avoided by traditional ad agencies in Australia. AdNews - Australia's top-selling advertising magazine wrote an investigation about this condition and it clearly explained the reason behind it through some interviews with creative directors and director from ad agencies (Block, The Glue Society, Publicis Mojo, Frost Design). I found the article is very informative and well structured, giving clear explanation and example to make it easy to understand.
AdNews collected opinions from the ad agencies that have been involved in fashion industry which is the best way to get the insight of the situation. They know exactly the nature of relationship between fashion advertiser and ad agency. It has been described as a love-hate relationship.
"Fashion advertising is all about style and emotion, and I don't think agencies are used to dealing with clients on that level.", says Mark Braddock, creative director at Block. His statement make me realized that I barely see a strong concept behind fashion ad because they accentuate strong feel for aesthetic and details in the execution part while traditional ad agencies believe that concept is everything.
Because of this, agencies resent this kind of strategic planning, whereas design studios find it stimulating.
It is not surprising then if many of Australia's biggest fashion names like Collete Dinnigan, Lisa Ho, Sass & Bide, Marcs and Country Road prefer to work with consultancies with a strong design focus like Eskimo or Moon, or design studios like Killanoodle in Sydney. (Barbara Messer)
Big ad agencies such as M&C Saatchi and Clemenger BBDO have had their hands on fashion advertising and it still uncertain wether they are willing to dip in again or not. They surely prefer to stick with retail which is by far the country's largest advertising category.
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