Scandalized advertising.

Tom Ford

Tom Ford is very popular in a scandalized type of advertising. Everybody knows his idea with Gucci ad where the model Carmen Cass is pictured pulling down her  underwear and showing the letter "G". Moreover, this ad was illustrated in Vogue's edition in February. Many people said that it is "vile, coarse and degrading to women" picture. The photo was made by Mario Testino, one of Princess Diana's favorite photographers. He called it "Public Enemy". In spite of it,  the Advertising Standards Authority in the UK, which has a right to prohibit the insulting material, said it was investigating after receiving a number of complaints, which claimed that it was "offensive and sexually suggestive". There was one similar case with Yves Saint Laurent's Opium advert featuring a naked Sophie Dahl that provoked 730 complaints to the ASA but this one was available for children and Gucci was oriented on "modern, fashion-conscious and sophisticated adults", not children. "The authority considered that the execution had been carefully targeted and that its sexual nature was unlikely to offend the fashion conscious readership," the ASA said, adding that it was "unlikely to cause serious or widespread offense". 

Nowadays, Tom Ford uses this type of advertising in his own company. Ho supposes that sharp and scandalous images more clearly convey bold and provocative shape and image.

The source was used - http://www.guardian.co.uk/media/2003/feb/26/advertising

Adidas strategy.

The core of Adidas is passion: passion for sports, passion for athletes and passion for products. The company follows the technology development and creates an appropriate design. Adidas has three different groups of products: Forever Sport, Originals and Equipment. It represents the brand’s commitment to meet changing market demands, while remaining anchored to its brand principles and heritage. Moreover, Adidas sticks lifestyle, fashion and music trends.

The first part, Forever Sport, is oriented on five main sports categories: running, basketball, football, tennis and training for sport. Adidas tries to meet the requirements of world's sportsmen. Through its sponsorship of the world’s leading competitions, Adidas interacts directly with athletes to find out what they need. Forever Sport products aim to be both highly functional and visually appealing. In this division, Adidas is committed to introducing at least one new footwear technology or a major evolution of an existing technology every year. Adidas to offer their products everywhere in the world and the company also has cooperations with some designers, for example, with prominent Japanese designer, Yohji Yamamotoin 2001. Adidas takes part in global events such as FIFA World Cup, marathons, and etc. 

The second one, Adidas Originals, is a combination of heritage sport authenticity and global street style. The Original division is geared specifically toward consumers who may be less active sports participants, but who are style setters and style leaders. With the demand for the limited editions and vintage reissues Originals creates Trefoil-branded footwear, apparel and accessories. Each collection is a balance of Reintroduced (one-to-one replicas reissued in limited quantities), Reinterpreted (material updates of successful models), and Redesigned (new models inspired by original performance products) items. The most common advertising in this group of Adidas is published in magazines and says that  "Every Trefoil has a Story". The brand builds up the lifestyle apparel and accessories business, targeting new distribution channels and working with retail partners.

Nowadays, the aesthetics plays an important role in sport that it is not only the win or the defeat but also  entertainment and fashion. Sportsmen become more stylish rather they were last decades. In spite of it the quality of a product is still the key point for athletes, therefore branded products rank high.

The source was used - http://ar2001.adidas-salomon.com/adidassalomon2001/strat_adidas/