Luxury laughs

22.10.2015 Bicester Village : Rough-luxe Narratives : Luxury Outlet
Bicester Village campaign created by Just So, UK

Bicester Village – To celebrate the launch of the autumn/winter men’s collections, luxury outlet retail village Bicester Village has created an ad that is simultaneously slick and silly.

  • The retailer launched two promotional videos that looks at what effortless style is
  • The New Standard presents caricatures of stylish men – a DJ and an architect – that mimic luxury fashion videos, with a humorous twist

In the video Menswear: The New Standard DJ, a well-dressed DJ walks around a flat, sitting to write poetry and selecting vinyl records, all while an internal monologue plays with observant snippets such as ‘I’m a vinyl purist in a dirty world. Tapes make me sad.’ The video continues to wax lyrical until the end when the viewer is confronted with the question ‘too much?’ and suggests, for effortless style, to head to Bicester Village.

Business in the luxury retail outlet is booming, with the centre catering for throngs of tourists as well as shoppers searching for a luxury bargain. By presenting its collections in an amusing way, it shows that while there are fashionable finds to be had, as a retail outlet, it doesn’t take itself too seriously.

The Big Picture

A tongue-in-cheek approach to advertising is a key strategy of brands engaged in Anti-authenticity Marketing. For more on how luxury brands are embracing new narratives, read the macrotrend.

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