Voices
Are we leaving men and boys behind?
At Creative Equal’s RISE event, industry leaders consider how to reframe boys and men in marketing
Head Over Heels, 'We've Arrived' by ZAK
The times they are a-changin’. Savvy, stylish consumers now want more than fast fashion, and they’re looking to brands to suggest a more culturally relevant alternative.
Izzy Ashton
Deputy Editor, BITE CreativebriefHead Over Heels
Head Over Heels – owned by Dune London – appointed ZAK to launch this new brand to an audience of young, style-conscious women. Launching 11.03.2019, there’s a huge suite of assets going live including OOH, digital advertising, branded content and social #neverstandstill
- Agency:
- ZAK, London
Sector
Fashion
Bite Insight
According to the Guardian, in the past 15 years global clothing production has doubled to meet demand. Fast fashion has long been the lifestyle of many a fashionable shopper, allowing individuals to stay on top of trends for little cost, although often to the detriment of originality.
But the times they are a-changin’ and now, savvy, stylish consumers want more than fast fashion, and they’re looking to brands to suggest a more culturally relevant alternative. This is what Head Over Heels, a new brand from the Dune Group, are aiming to offer.
Working alongside ZAK, Head Over Heels have set out to appeal to an audience of “dynamic, ambitious and style conscious women”. From digital to OOH, branded content and social, the brand has a vibrant, youthful feel to its content with a focus on both the shoes and the women who wear them.
It’s an important acknowledgement of both product and consumer, as the brand raises awareness on social with their tagline and subsequent hashtag #NeverStandStill. The aim is to reach a new market, one that will embrace the dynamic young footwear brand and champion its offering.
Related Tags
FashionUsers who viewed this article also looked at:
