Advertising

The aim of all advertising through any type of media communication is to influence potential customers to buy products.

For product manufactures the cost of advertising is a major but necessary expensive in the competitive world. Two different approaches.

Hard sell

Simple and direct message about the products unique features and advantages over competitors products – their USP. The hard sell approach is used to advertise functional products, for example rucksacks, tents or climbing ropes often have features that make the product superior to other similar products on the market. Most textile product advertising however includes references to the look of the product whether overtly or indirectly since this can often differentiate one product from another.

Soft sell

Most advertising related to textile products associated with a softer approach, with which consumers can identify. Soft sell advertising promotes image and style and is often associated with brand advertising. This focuses on creating a positive product image combined with the benefits it can bring to consumers. The aim is to promote brand loyalty.

Soft sell works best with expensive high status products such as designer clothing or luxury interiors product. However, basic items such as men’s boxers can also be given a glamorous image.