Jack Smith

Jack Smith

COURSE: Fashion Business & Promotion 2016


TITLE: Arthur - A multi demographic campaign

The campaign consists of multiple male generations, connecting with each demographic bracket through the use of stylised photography.
The industry’s target consumers require accurate representation within brand’s marketing techniques, online or other wise.
The Arthur marketing campaign has been created in order to bridge the gap between underrepresentation and accurate representation within the male fashion and modelling industries alike. Combining the aesthetic of sportswear with Luxury Market- level service, the concept actively introduces a younger target consumer to the department store; Liberty of London, while preserving it’s existing client base, and actively representing all it’s male consumers through the use of the effective marketing imagery.

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