Lyst’s new campaign lands with a bang, mixing striking fashion imagery with intel on consumer buying habits. WGSN Global News Editor Nigel Taylor reports
The fashion e-tailer Lyst has debuted its first advertising campaign, calling it a “bold, irreverent take on ‘conventional’ high fashion advertising”, no less.
The objective? To “illustrate the brand’s distinctive tone of voice, definitive scale of global fashion inventory, and fashion data intelligence, reflecting Lyst’s unique authority in the industry”.
Each of the 10 images, shot by UK fashion photographer Charlotte Wales, is accompanied by a provocative “unexpected headline” and backed up by a Lyst-owned data observation.
Examples include: ‘Rip Off’, referencing the six-fold increase of shoppers searching on Lyst for Velcro shoes, and ‘Pointless’, for square and round-toed footwear.
‘Drop More Acid’ compels New Yorkers to buy more acid washed denim in reaction to the fact that Londoners are outshopping them on this trend.
‘Get High’ is designed around the fact that more Londoners are also buying high-waist skirts.
Lyst co-founder and CEO Chris Morton said: “Our success to date has been driven by marrying insights from data science with the emotional nature of fashion.”
“The campaign is a manifestation of this; in it these two worlds are combined in a seemingly dissonant form, celebrating the power of beautiful fashion imagery and the intelligent insights into the fashion consumer’s behaviour. As a challenger brand we wanted to ensure our marketing was as disruptive as our product.”
Lyst’s campaign – executed in partnership with creative agency Anomaly will appear for a month across a variety of media, including billboards and “wild postering” in New York and London with local data insights; stature print executions; tactical taxi media and experiential street marketing as well as global social and influencer marketing campaigns.
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