De nouveau prolongé jusqu’au lundi 11 mai, le confinement contraint les français à rester le plus possible chez eux. Seules les activités professionnelles de première nécessité sont maintenues pour faire fonctionner le pays et le faire sortir de cette crise.
Les marques doivent donc, elles aussi, s’adapter à ce temps de confinement pour conserver leurs liens avec leurs communautés en cette période de distance sociale. Malgré le confinement, la plupart des grandes enseignes de l’industrie du vêtement continuent à proposer leurs collections de prêt-à-porter en ligne.
La marque de prêt-à-porter Zara réinvente ses shootings
Alors que les mannequins et les photographes de la marques sont contraints de rester chez eux, Zara a trouvé la solution originale pour promouvoir sa dernière collection Printemps/Eté 2020.
Si vous aussi vous avez connu quelques pulsions dépensières depuis ce début de temps de confinement, vous aurez sans doute remarqué sur les sites de nos marques préférées de prêt-à-porter, les photos de vêtements portés sont de plus en plus rares. En effet, les mannequins, photographes, coiffeurs, maquilleurs, confinés comme tout le monde ne peuvent plus se rendre en studio pour shooter les dernières collections. De nombreuses marques choisissent donc, par contrainte de mieux, d’afficher le vêtement seul sur un fond blanc. Ce choix ne permet pas vraiment aux consommateurs internautes de se faire une idée précise du rendu de la pièce en question une fois portée. Pour répondre à ces contraintes, l’enseigne de prêt-à-porter espagnole, Zara n’a pas manqué d’audace et de créativité.
Shooting maison
Comme beaucoup de salariés, les employés de Zara ont vu leur travail se transformer pour s’adapter en télétravail. En effet, afin de respecter les règles du confinement, l’enseigne Zara a demandé à ses mannequins de porter la nouvelle collection et de se prendre toutes seules en photo confinées dans leurs propres logements.
Selon le magazine Elle : « une campagne débordant d’authenticité qui nous donne déjà des envies d’été ».
Le résultat
De toute évidence, les mannequins ont pris goût à réaliser ce shooting exceptionnel dans leurs propres univers. Que se soit dans leur chambre, leur salon, leur bacon, le résultat reste bluffant pour présenter cette nouvelle collection Printemps/Eté 2020. Le minimalisme du décor donne un résultat étonnamment émouvant, créatif et imaginatif.
Le petit plus de la marque est d’avoir, depuis toujours, des modèles photos venant des quatre coins du monde. Ce shooting maison a donc été pris dans plusieurs pays et dans des intérieurs bien différents, ce qui fait inévitablement voyager l’internaute en découvrant les clichés.
L’objectif est donc atteint pour l’enseigne Zara qui a su ajouter beaucoup de vie sur son site de e-shop et présenter sa nouvelle collection de façon très originale tout en respectant les contraintes du confinement.
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