Journal of Fashion Technology - Juniper publishers Opinion Creativity is a powerful force for driving social change. Brands and consumers are increasingly aware of the ability of creativity to change peoples' attitudes and behaviours. In communications, creativity can increase the effectiveness of a message, help brands break through a cluttered media environment and reach increasingly fragmented audiences. In the search for creative ways to communicate with consumers, brands have been exploring new techniques to deliver their messages, with some for example using labels and accessories as a tangible 'media' to communicate with consumers and drive attitudinal and behavioural change. While creativity is synonymous with the textile industry, using labels and accessories to carry messages and deliver social change is a nascent use. This article explores the evidence from The 2017 Cannes Lions Festival of Creativity and discusses how labels and accessories are b
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