This Summer’s Most Important Accessory

Top fashion advertisers are working to leave an impression on urbanites as they update their wardrobes ahead of Summer 2022. One of this season’s most popular buys? Sunglasses- and JCDecaux is helping consumers make their pick.

Out-of-home for fashion advertising is a perfect match; the ability to reach target consumers where they are more aware of their surroundings and near relevant points of purchase is an ideal circumstance for driving sales.

The timing could not be better either as retail sales are expected to grow between 6 and 8 percent in 2022, amounting to over $4.8 trillion according to the National Retail Federation.  Accordingly, March 2022 data from Kantar found that total OOH spend from retail advertisers saw a 19% increase from 2020 to 2021.

It should be noted that physical shopping is by no means being overshadowed by e-commerce, even in the age of same-day shipping; according to a 2021 Monthly Trade Report from the US Department of Commerce, 2021 saw brick and mortar sales grow faster than e-commerce for the first time ever – 18.5% versus 14.2% growth respectively.

While our downtown OOH networks can drive sales at nearby points of purchase, our airport networks can effectively generate brand awareness among style-conscious travelers. Ray-Ban chose to leverage both our airport and street networks with their latest “Ray-Ban Stories” campaign featuring captivating motion ads as part of a collaborative product launch with Meta.

From contemporary labels like Ray-Ban to luxury names like Chanel and Tom Ford, fashion brands continue to choose OOH to drive meaningful engagement. According to a recent Consumer Insights and Intent report from OAAA, of the 77% of consumers in urban areas with over one million people that have recently engaged with an OOH ad, 50% made a physical purchase.

The same report found that 63% of consumers in these large urban areas find advertisements for retail as the most relevant, and that 59% of these consumers are likely to visit an advertiser’s physical store after seeing an OOH ad of interest.