We are now in the transitional time of year when all the bitterness of the cold winter is transferring into the sunny, light-hearted feel that spring brings. One particular brand that has always been known for its spring-like characteristics is easily that of Perry Ellis and they are bringing forth their positively electric style to match the approaching season. For the upcoming spring/summer 2014 campaign, Perry Ellis is delivering a new, creative way to show men that style can be a fun experience. The campaign was released back in the month of January which was titled, “A Very Perry Spring: We’ll Put a Spring in your Step”. The foundational idea for this campaign is to assist men on the breakdown of fashion (patterns, prints, how to dress in suits and even undress) and to extend the message that men’s fashion does not have to be too serious and that style can be unpretentious and fun.
Perry Ellis launched his first line back in the year 1976 with the philosophy of levity being his legacy. The company is a distributor of a broad line of high quality men’s and women’s apparel, accessories, and children’s apparel. He believed that clothing should not be taken too seriously and should be fun. Perry Ellis redefined the fashion industry. Perry Ellis has coined the term that one could be labeled as, “very Perry Ellis”. This means customers of this brand are innovating their own unique style, instead of going with the fashion flow, and still looking chic.
For the Very Perry Spring 2014 campaign, Perry Ellis reunited with photographer Daniel Jackson and the label top models, Jason Cameron and Albert Reed. The advertisements incorporated the foundation of levity in the brand by fashioning vibrantly colored imagery showing the models in various confident and playful poses. Showing that style can be a fun experience, the images seem to leap out of the frame. Whether it is a hand or a hat, the meaning of this photographic placement is meant to contrast with the brand’s iconic “time to defy convention” attitude.
Not only has the campaign mastered the traditional advertisements representing the brand’s legacy, but has also incorporated a new media strategy to reach consumers in the digital world. Matt Cronin, Vice President of marketing at Perry Ellis discusses the new media tactics will include “a series of engaging and witty videos which will bring the Very Perry attitude to life”. These videos consist of style tutorials for men and how to dress modernly. The style tutorials are entertaining, easy-going, and show men that dressing up is a lesson in laid-back attitude and breaking the rules.
Perry Ellis utilizes these media channels to promote its brand and for users to stay connected:
Perry Ellis’ spring campaign is also holding a “March to a Million Facebook Fans” with incentives for contenders to win prizes by helping the company reach 1,000,000 fans.
And the brands new style blog
Brand tagline: “Very Perry”
The Very Perry Spring 2014 platform delivers a fundamental point of view from which the brand operates and incorporates everything the company is built off of into this new direction of marketing.The campaign will include digital campaigns featuring both still and video assets advertising the versatility of outlets the line is offering.