Müller models instead of Klum
Instead of using professional models, Mode Migros features ordinary consumers in its fashion campaigns.
Migros fashion in the weeks leading up to the new school year, the second
wave. And then with adult models. At the latest with this
the creative concept, which is striking for the fashion industry, becomes clear
become recognizable: Presentation by normal-looking amateurs.
The Federation of Migros Cooperatives deliberately takes an unpretentious approach with its
fashion campaign, which was recently launched by the agency Spillmann Felser Leo
Burnett (SFLB), does not take the traditional route. While
practically all fashion retailers and fashion divisions of merchandise and
mail-order companies to enhance their clothing and shoe collections with attractive
semi-professional and professional models,
those responsible at Migros have given Mr. and Mrs. Ordinary Citizen
entrusted with this task.
"Heidi Müller instead of Heidi Klum", is how lyricist Peter Brönnimann sums up the
advertising idea with a grin. People like you and me, who
are at the center of Migros fashion.
For once, teachers, housewives, students, foresters or pupils are
Migros models and are intended to show how to be a normal person.
in the normal, inexpensive fashion from Migros. Because
practically everyone in Switzerland can buy an item of clothing from the
Migros, there are also thousands and thousands of Migros models. This is how
For example, Louisette Morisaud, secretary from Carouge, model no.
1322668. honest, almost banal normality for a stronger
Streetcredibility as a contrasting program to the usual coolness and the
Star system of the stylish fashion world. The Zurich photographer
Katharina Lütscher interviewed, among others, a housewife, a
secretary, a hairdresser, a Zurich pool attendant and a
French actor in front of the lens.
With this campaign, Migros is proudly acknowledging its position as a
mass supplier in the field of clothing and do this with a
A wink at the dazzling world of fashion and models, explains CD
Martin Spillmann, who also knows these very well. After all
his agency for exactly the same area at the Migros subsidiary
Globus responsible.
The fact that the fashion retailer with the highest turnover in Switzerland is now
products in the textile range, about the design of its
fashion departments through to advertising, everything fits together and creates an image.
is obvious. For the orange giant, this
positioning because, as a major distributor, it is better positioned
everyday clothes and not the idea of fashion, style and
Awareness of life.
The difference between this concept and that could be greater,
which the Coop City fashion brochure is based on.
The latter attempts to create an aristocratic, very British world.
construct. Whether the thin advertising varnish of the presentation in the department store
can be doubted, especially as the own brands such as
Miss You (in German "Ich vermisse dich" or "Fräulein Du")
appear somewhat awkward.
Luca Aloisi
