Editorial vs Adverts 2

When advertising for clothes, a more expensive brand tends to use a more editorial approach rather than a conventional advertising style, this is because  an editorial image sells the feeling or the mood that the clothes gives them, rather than the items f clothing themselves, and the customers who are more likely to spend a little more money are more willing to buy a feeling rather than the items themselves.  As this is the case, brands such as Gucci and Prada which have been around for a while now and are well established are more likely to use and advertising sing editorial images because they are now focusing more on selling the brand and the feeling rather than the items themselves.

High street shops usually take a traditional advertising approach which features a relaxed, natural pose from the model, in a more normal setting and bright lights where the items of clothing can be seen well as they are looking more to sell the items of clothing rather than a feeling. High street fashion can be very repetitive which means that the individual shops compete to have the nicest version of a top/dress/skirt/coat that is also being sold in the shop next door, this means that the individual items need to be well visible, and in some editorial photos, the items of clothing can be quite hard to make out due to the natural poses from the models and the unique composition of the photo.

Traditional adverts are usually brighter and the models poses are more natural. 

For more expensive brands, the images are more editorial, they are darker and the models are doing more unnatural poses.