Nixon ’03
When I used to watch skate videos my favorite parts rarely featured skateboarding.
It was usually the “antics” or just lifestyle sections that highlighted a day-in-the-life of Tom Penny, or whoever. Similarly, I’ve noticed that I often respond to a company’s branding that is not so product-specific and does a good job at capturing the “essence” of its industry’s enthusiasts. Abercrombie & Fitch has this strategy nailed. I am sure there are times (like everyday) when an ad or marketing message is very effective and influences my buying decision without my knowledge. But the times when I usually stop and look at the ad, digest what I am seeing, and make a concious decision to purchase (or at least want to) the above technique is often employed.
Nixon’s latest catalog dropped and it is perfect. It is printed on thick glossy paper, in a mini-booklet format, and super sick layout and use of type. The catalog plays with black-and-white and color images and text in a really interesting way. Although their target audience are young people into “action sports” (BMX, skateboarding, snowboarding, etc.) they don’t display a single “action” shot. Even Tony Hawk’s page is just him standing with his skateboarding in hand, making a Macaulay Caulkin “Aaaah!” face.
