VIII.
What Not To Do
L
oewe made a huge mistake when
the classiness that Loewe always has in its
it created the advertising for the
advertising. Considering that almost 50% of
Colecion
hangbag
Spanish youth are unemployed it was not a
collection featuring neon colour bags. It made
wise move to have such young models used
a YouTube video that was highly critisised as
in the advertising. They do not represent the
the models it featured had an urban, aletnative
brands target and in this case the phrase “any
style which did not match the brand’s image.
press is good press” does not apply.
The video featured up and coming teenagers,
The video has even been made into a parody,
who were also some famous celebrities children.
which has over 1 million views on YouTube,
It was set in Madrid. The models/actors have a
over 7 000 likes and only 241 dislikes. Loewe
“hipster” look, due to their hair and style. Many
remained silent despite all of the criticism
of them have shaved hair, tattoos and wear
that it received during this time. From now
creepers and jewellery with crosses. They are
on the brand must be very sure of all of its
also wearing their own clothes.
communication before it releases it to the
Oro,
a
new
The video
was highly criticised as it does not fit with
public.