Building facades, storefronts disused shops, hoarding … Illegal but not suppressed, the calling out dedicated areas always attract more advertisers, particularly in fashion.
It did not spring but in early March in Paris, funny sheet meant the arrival of the season of Parisian fashion. In full Fashion Week, an eclectic battalion brands of ready-to-wear (Acne Studios, Kitsuné, Manoush, Isabel Marant, Supreme, Maje, Kenzo …) chose to appear everywhere in the capital facades of buildings, storefronts disused shops, hoarding … Coincidence? Quite the opposite. Trend marketing radius. The advertising industry plébiscitent wild display, yet illegal. There will thus be seen this season a mysterious nymph scantily clad, decorated with the slogan “Hello,” make touting for American Apparel, a honey hair faceless at Acne Studios, or hands conveniently tacked on buttocks or baguettes at Eleven Paris – advertisers benefit from the streets to slum it, cause. Objective: To stand out, attract the eye. And above all, “to advertise without seeming”, says Michel Geraldine specialist marketing professor marks the administration of Institute of Paris companies.
As often for com, the movement comes from the United States, where it was first hatched in the hip-hop culture and underground. Among the fashion side precursors, across the Atlantic: the New York streetwear brand Supreme which has already offered prestigious headliners, Kate Moss to Lady Gaga, via Lou Reed.
“The street, inspiration ‘
In France, this type of advertising has emerged in the late 90s, rather in small music labels, before taking off in the 2000s up to look more and more fashion and ready-to-wear, these past three years, in the wake of Kenzo, who was among the forerunners. For Michel Geraldine, “over the Internet has grown in importance, most advertisers have sought direct contact with consumers.” No matter what the regulations did not hear it that way.
The Environmental Code provides that each city has a free display space, but it is reserved for the display of opinion and association activities. In terms of advertising, already prohibited in the vicinity of historical monuments and building facades without authorization, it is even more strictly regulated since the Grenelle environment 2010. Each city can now develop its own local regulations advertising (RPL), which must be more restrictive than national regulations. In Paris, RPL adds to the list of places defended the public facilities, shop windows, balconies, trees, and soil.
But in the capital, some agencies have openly specialized in this gluttonous marketing conceptual anglicisms such as “wild posting” (wild display), the “boarding” (stapled signs on either side of a post), or the “stickering” (stickers). And these agencies répertorient bluntly on their internet sites list their benefits, including illegal. “This kind of operations remains a dust compared to traditional advertising,” says Olivier Brandon, founder of one of them, Urban Act, in which fashion is about 10 to 15% of the clientele. Logic, he says: “Basically, the street is a source of inspiration for designers.” And so, now, a new source of visual pollution, one might refer to it.
Seventeenth arrondissement of Paris, near the Batignolles. At the bottom of a small courtyard lit neon leaders Anolis agency Sylvain Decamps and Julien Belliard receive the geek loft that serves as their headquarters. Created in 2005 for the recording industry and film their own thing now also feeds fashion and ready-to-wear. “Their interest grew for three years, especially during Fashion Week,” says Julien Belliard. The reason: “A certain saturation of traditional ad networks, but also an attraction for the proximity, the targeted aspect, ephemeral and alternative wild display using Codes of street art.” And nothing to spoil the system is highly profitable. “On average up to five times cheaper than JCDecaux display”, evaluates expert Michel Geraldine.