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20 February 2020 11:49 am
20 February 2020 8:11 am
20 February 2020 7:55 am
20 February 2020 7:45 am
Milan footwear trade show Micam was a quieter affair for autumn 20, as coronavirus and UK storms dampened footfall from international buyers.
The Drapers Digital Festival and Awards 2020 are fast approaching. Make sure you don't miss out by securing your place today!
19 February 2020 11:48 am
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17 February 2020 7:49 am
14 February 2020 5:51 pm
The owners of Drapers’ International Footwear Business of the Year 2019, Cornish brand Celtic & Co – Kath and Nick Whitworth – are striding into new territory.
Entries are now open for the Drapers Footwear Awards 2020. We have 18 exciting categories up for grabs, so make sure you enter your business now!
18 February 2020 6:42 pm
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17 February 2020 10:41 pm
Myla London’s chief operating officer, Leila Habibi, turns to her close knit team when she needs advice and is looking forward to bringing the brand to a larger audience.
17 February 2020 4:00 pm
12 February 2020 10:24 am
12 February 2020 9:03 am
11 February 2020 4:20 pm
There was more than enough sparkle and glamour to lift show goers’ spirits at the third day of London Fashion Week, even as Storm Dennis continued to pelt the capital.
14 February 2020 4:12 pm
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12 February 2020 10:32 am
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The perils of 'highly sexualised' advertising
Brands’ messaging is in a reflexive relationship with its audience: corporate media is inspired by the social media activity it’s reputed to inspire.
Culture is certainly changing, but in a subtly different way than reports suggest. What’s new is the escalating disparity between what we say, and what we do.
Boohoo has long understood this anomaly of public opinion, and successfully navigated it; while industry commentators have been distracted by trending narratives that customers identify with, Boohoo has maintained a laser-clear focus instead on their behaviour.
By example, in a climate reported to be increasingly hostile to brand failures in sustainability and worker rights, Boohoo’s judgement that the public appetite remains driven mostly by price is vindicated in each reporting quarter; by contrast, I can’t recall the last Draper’s headline that a sustainable brand’s revenues have ‘rocketed’ towards eight figures.
In the Instagram sphere, the choice image accompanying a bold statement about social justice and gender equality is very often a gratuitous thong bikini shot with pouted lips. Increasing tolerance of non-binary notions of gender has done nothing to diminish the public’s celebration of the original dichotomy: Caitlyn Jenner is still a sideshow to the living gender stereotype that is Kim Kardashian.
Stepping into the user-generated visual culture, Boohoo will be curating content tested for engagement and click-through. Never before has marketing content been so driven in response to customer tastes, rather than in an effort to influence them.
Frances Griffin, cited in the article, makes the poignant point that the regulator’s role is, then, to chasten retailers against endorsing irresponsible trends. But that’s a different point to the suggestion that the regulator is doing so in reflection of a wider public intolerance to such imagery; the public has never been so tolerant, complicit, and actively involved in gender stereotyping than it is now. Only the language has changed.
5 November 2019
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