Will you promise to never stop completing my sentences or singing off-key, which I'm afraid you do often?
Will you promise to never interrupt my words and my off-key singing? I'm afraid you will do this often.
And will you let today be the first sentence of one long story that never, ever ends?
Will you let today be the first sentence of the long story that never ends?
Will you?
Will you?
This is a page of copywriting for the jeweler Tiffany & Co. in the 2015 spring print advertisement. The words are filled with anticipation and anger, as well as cautious and uneasy. No matter what kind of person the question is, if I were the person who was asked in the context, I would definitely be affectionate the moment after blurting out "Will you?" "Yes, I do."
, but what appears on the advertisement screen is not a man kneeling on one knee, with affection, and no hands trembling slightly, in front of the aqua blue delicate box. The starting point is a tearful girl, but a pair of gays sitting hand in hand, with a smile full of calmness and happiness-this is the first time Tiffany & Co. has shown a same-sex couple in an advertisement since its founding in 1837. Warmth. After the announcement of the
advertisement picture, netizens on Twitter praised the handsomeness of the two men as "a mess." But Tiffany & Co. Vice President Linda Buckley said in an interview that the two are actually not professional models, but a real gay couple in New York. What makes them a spokesperson is not just good looks, but real.
In fact, it is not only Tiffany & Co. that promotes gay people in the fashion industry.
As early as 2011, the American casual wear brand J.Crew put a photo of his designer Somsack and his boyfriend Micah on the product brochure. Although it is not strictly an advertising endorsement, the cause shows that J.Crew respects and supports the gay community or the LGBTQ community, and has won a lot of praise.
In 2012, GAP also put such a photo on the roadside billboard. Although the orientation of the two models is untestable, this advertisement was regarded by critics in the fashion industry at the time as an example of GAP's rigorous and old-school pursuit of difference and breakthrough.
In February last year, famous same-sex designer couples Jeremiah Brent and Nate Berkus also shot an advertisement for the fashion brand Banana Republic. Compared with the two unsmiling and slightly twitchy models in the GAP advertisement , Jeremiah and Nate's snuggle and smile show the happiness of envying others. The two were officially married in May last year.
In the fashion industry of "great passions" and "comrades in large numbers", brands use their support for LGBTQ groups to win the establishment of brand image. for. But for Tiffany & Co., the jeweler who represents "love", it may have a richer meaning.
In terms of economic benefits, this move is a further segmentation of the market. With the continuous improvement of society’s acceptance of homosexual groups and the increasing awareness of homosexual groups’ pursuit of freedom, they will surely become one of the unique and huge potential markets for jewelry manufacturers. Tiffany & Co. announced at the same time that it will launch an exclusive wedding ring for same-sex couples in the spring of 2015. As one of the leading jewelry brands and the first to cater to the needs of the gay community, the future profits of Tiffany & Co.'s same-sex wedding ring series should not be underestimated.
Similarly,Tiffany & Co. has also won more social value through this marketing. It is an embrace of social diversity, and it is also a redefinition of target consumers, or "flattery"-our consumers must have a relationship with us. Consumers with shared values are mature, rational, and judgmental. They also defend the freedom and equality of LGBTQ groups. As Vice President Linda Buckley said, Tiffany & Co. believes that love can transcend age, race and gender. Since you can pay for a flashy diamond because of romance and mood, how can you not applaud a brand that conveys equal values?
In any case, another brand has taken a step forward, and it is a gratifying and exciting thing after all. But maybe the day when LGBTQ content marketing ceases to be a topic, it will be the day worth looking forward to.
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