Katherine Rosman’s Wall Street article “Why Ads Are Imitating the Photos in Your Smartphone” is a look at how user-generated content, such as photos taken on a smartphone, can resonate with consumers more than meticulously produced ad campaigns. Big brands like Coach, Burberry and Tiffany are embracing the organic feel of street-style photography to connect with consumers and drive sales. They’ve hired none other than iconic street style photographer/blogger Scott Schuman (the Sartorialist) to shoot more down to earth campaigns. Lancome collaborated with popular YouTube make-up artist Michell Phan to promote its products.
Even though these relatable photographs and videos are a welcome change in scenery as compared to the usual sleek fashion ads, brands are utilizing both trends to appeal to a wide range of customers. What do you think? Do you find street style or high-end photography more appealing?