Farmers store bra image makes a stark contrast
Farmers is using real, untouched images and a diverse cast of models to attract customers.
Following criticism for the lack of diversity in a bra campaign last year, the store has taken a new approach to advertising lingerie with models of different ages, body shapes and backgrounds, standing front and centre.
Farmers’ head of marketing, Nicky Dunn, said the advertisements in their catalogues and the models promoting their brand were showing the change in attitudes presented by customers.
‘‘It’s a very subtle but quiet way, it’s gently changing perceptions around diversity and inclusions,’’ Dunn told Stuff.
The brand’s recent Autumn/ Winter 2019 Collection catalogue promoting Berlei’s new Understate bra campaign featured five women of different ages, with different skin colour and hairstyles.
Part of a global movement to promote body-inclusivity, Farmers has joined the likes of international brands Asos and Aerie which are proving, through advertisements and e-commerce stores, that sex doesn’t sell any more – stretch marks and cellulite do.
The shift away from advertisements featuring thin, flawless models hasn’t been missed by digital marketers in New Zealand, with some believing the trend change hasn’t been voluntarily adopted by companies, instead they have had their hand forced by consumers. Jon Randles, general manager of Mosh, said: ‘‘It’s becoming apparent to brands that they want to be on the right side of public opinion and social media.
‘‘There’s been a groundswell of pushing back against touched-up photos; and looking for a bit more authenticity.’’
The criticism of the 2018 bra campaign – which Dunn believes was ‘‘quite unjustified’’ – focused on the apparent editing applied to images of the models. Dunn said, within the catalogue in question, there were ‘‘multiple ways of portraying women’’ and said Photoshopping images was not part of their process.
‘‘We don’t have a policy on Photoshopping and to make people look thinner. We care more about the product looking great,’’ she said. The department store also isn’t made aware of any suppliers issuing Photoshopped images for inclusion on its website or in its catalogues, which are physically distributed to almost 1 million households nationally.
‘‘From a brand perspective, we are about New Zealanders, for New Zealanders, and so in our imagery we want to reflect that.’’
Morgan McGregor, a photography and online content specialist from Hyped, believes the shift is also financially benefiting brands online. ‘‘People are more likely to share your ad if it resonates with them in terms of positivity and body positivity, so you get a lot of free advertising as well.’’
The organic reach of such advertisements, and their potential to go viral, enables brands to reach audiences that their aspirational images might never have reached.
The adopted trend isn’t just relating to different body sizes – academics have noted increased inclusion of age. ‘‘You’re likely not only to see different sizes and people of different races, but also different ages of people,’’ said Dr Michael Lee, an associate professor in marketing from Auckland University.
Lee said diverse and more inclusive advertisements were in the best interest of brands like Farmers, because, in their case, they’re ‘‘trying to be the retailer for most, middleclass New Zealand’’.
‘‘The last thing the advertiser or the brand wants to do is offend anyone.’’
Dunn has noted an increase in customers, both online and in store, thanking the brand for their positive portrayal of women. ‘‘We know that one shape and one size doesn’t fit all, and that’s the way we’re approaching our advertising,’’ she said.
According to the Ministry of Health, one in three adults over the age of 15 are obese.
Therefore, many New Zealanders aren’t necessarily aligning themselves with brands’ aspirational advertisements, which can be severely damaging.
‘‘People feel like they’re excluded from a brand because they don’t see anyone using that brand from their body shape, or race, or age,’’ Lee said.