Big for Big Boobs only
Plus-size fashion is only for young women. Ruf Lanz shows just how far the envy of the stronger sex can go.
Fashion Big only dresses young women. Ruf Lanz shows how the envy of the stronger sex can blossom: stagnation is deadly. Fashion requires constant change, without which it would lose acceptance among the target audience. After all, only what sets its wearer apart from everyone else can be fashionable. Just like the rule of constantly changing product aesthetics and sensuality, continuous brand positioning is indispensable in the marketing communication of fashion chains. The Zurich girlie fashion chain Big seems to understand this literally. Since 1997, its owner Sylvie Gablinger has commissioned the creative duo Ruf Lanz to design and implement the advertising for the six stores, which are located in close proximity to international fashion houses for similar audiences.
What H&M, Yendi, Tally Weill, Orsay, Mango and others achieve with advertising print, international top models or permanent discounting for differentiation, awareness and store frequency, Big can only do with unusual fashion advertising. The result: while others are content to present a nicely dressed, "sometimes even a nicely undressed model", according to Markus Ruf, with the latest collection on her body, Danielle Lanz and he try to dramatize the effect of Big fashion: be it with the help of horrified parents, neglected poodles and men who are always entranced. In the 04 campaign, muscle-bound machos were seen dreamily ironing skimpy briefs or even sewing on wafer-thin undergarments.
Everyone wants to be a womanFor the current year, the agency is consistently going one step further and showing what is probably the most unusual implementation to date. Building on the basic idea that big fashion is very attractive but only for girls, the logical conclusion seems to be that everyone wants to be a woman. "We show handsome boys in a plastic surgeon's clinic with the typical surgical marks on their bodies," explains Danielle Lanz. They are about to undergo gender reassignment surgery to become women.
The solution: Big Girls' fashion. Who wouldn't want to be a woman? The beauty craze, which is once again being addressed more frequently by the media, serves as an attention-grabbing motif that is supposed to be professionally staged in a beauty clinic. With its cool aesthetic, the poster campaign is also in line with the trend of booming series about cosmetic surgery such as "Nip/Tuck", according to the creatives.
Gender change, but subito: Since Big only attracts women, men have no other choice.
What H&M, Yendi, Tally Weill, Orsay, Mango and others achieve with advertising print, international top models or permanent discounting for differentiation, awareness and store frequency, Big can only do with unusual fashion advertising. The result: while others are content to present a nicely dressed, "sometimes even a nicely undressed model", according to Markus Ruf, with the latest collection on her body, Danielle Lanz and he try to dramatize the effect of Big fashion: be it with the help of horrified parents, neglected poodles and men who are always entranced. In the 04 campaign, muscle-bound machos were seen dreamily ironing skimpy briefs or even sewing on wafer-thin undergarments.
Everyone wants to be a womanFor the current year, the agency is consistently going one step further and showing what is probably the most unusual implementation to date. Building on the basic idea that big fashion is very attractive but only for girls, the logical conclusion seems to be that everyone wants to be a woman. "We show handsome boys in a plastic surgeon's clinic with the typical surgical marks on their bodies," explains Danielle Lanz. They are about to undergo gender reassignment surgery to become women.
The solution: Big Girls' fashion. Who wouldn't want to be a woman? The beauty craze, which is once again being addressed more frequently by the media, serves as an attention-grabbing motif that is supposed to be professionally staged in a beauty clinic. With its cool aesthetic, the poster campaign is also in line with the trend of booming series about cosmetic surgery such as "Nip/Tuck", according to the creatives.
Gender change, but subito: Since Big only attracts women, men have no other choice.
Some men have a problem with the fact that Big only attracts women. Thanks to Ruf Lanz, there is a solution >> page 11
Luca Aloisi
