Advertisement featuring standard males grows sales


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Take a look at the above advertisement that was released last year. A European clothing company, Dressmann, is pledging to no longer be a brand “just for the perfect man” and is transitioning to a clothing line for all types of guys. The company based in Norway, rolled out a campaign last September called #JustTheWayYouAre to highlight different body types and “broaden the picture of what a perfect body can look like,” according to promotional materials.

“We want to overcome limiting beliefs that some bodies are better, more beautiful or more normal than others,” Knut Vidar Nilsen, marketing director at Dressmann, said in a statement. “Simply, we want to show that there is no perfect man, there are only perfect men.”

Dressmann started that effort with a new ad featuring several different men, including older guys, a thinner guy and a hairier and larger man in addition to the typical muscular male model.

“It’s about being confident in who you are, not what the fashion industry tells us is the perfect man,”said Jens Bonesmo, Dressmann’s brand director.

“We have focused this campaign to be about all kinds of men,” Bonesmo said. “And as a brand for all men, I think it was about time that someone said, relax and be perfect, just the way you are.” So far, it looks like it’s working: sales went up 30 percent in September compared to the same month a year earlier, a spokesman said.

What do you think of this campaign? Would you buy a product that uses the standard male in their advertising or should modeling be left to the professional models?




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