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Creative Inspiration: Facebook Ads for Brands Selling Men’s & Women’s Clothing

By Emily Spalding, Content Intern, Metric Digital

When it comes to marketing any product or service online, matching ad creative with the appropriate audience is key. A particularly interesting vertical to look at in terms of targeting is clothing. While there are ample brands that exclusively serve either men or women, there is a sizeable amount of brands that cater to both males and females. For a company that falls in the latter category of brands, it is important to evaluate the creative practices that will attract the most customers across genders.

There are a variety of ways for these kinds of brands to achieve this goal, but a recent search through the Facebook Ad Library illuminated two clear paths these brands often take. When trying to market a specific product, brands that sell to men and women frequently create individual ads for each gender. On the other hand, when they are marketing a broader collection or lifestyle message, the ads feature both genders.

This first approach of separating genders is worth a closer look, as it is helpful to consider how different creative types and formats within this ad form can best serve the male/female categories and ultimately serve the brand as a whole in a positive way. Here is a compilation of examples from a variety of clothing brands that serve men and women. Each exhibit is accompanied by an explanation of why these ads work well, focusing on what methods the ads employ to have this positive effect. 

Lululemon (Men)

Product: Athletic apparel
Ad Format: Filmed Video

Why it Works:

Lululemon (Women)

Product: Athletic Apparel
Ad Format: Static Image/Filmed Video Mixed Carousel 

Why it Works:

Vuori (Men)

Product: Athletic Shorts
Ad Format: Filmed Video

Why it Works:

Vuori (Women)

Product: Casual Clothing
Ad Format: Filmed Video

Why it Works:

American Giant (Men)

Product: Casual Clothing
Ad Format: Static Image

Why it Works:

American Giant (Women)

Product: Casual Clothing
Ad Format: Filmed Lifestyle Video

Why it Works:

Stitch Fix (Men)

Product: Personal Styling
Ad Format: Post-Production Motion

Why it Works:

Stitch Fix (Women)

Product: Personal Styling
Ad Format: Post-Production Motion

Why it Works:

Tracksmith (Men)

Product: Athletic Apparel
Ad Format: Image Carousel

Why it Works:

Tracksmith (Women)

Product: Athletic Apparel
Ad Format: Image Carousel

Why it Works:

 Banana Republic (Men)

Product: Clothing
Ad Format: Post-Production Motion

Why it Works:

Banana Republic (Women)

Why it Works:

As these examples demonstrate, there are several strategies that apparel brands can call upon when designing ads for both men’s and women’s clothing. 

For cases where brands sell to men and women, highlighting only one part of a product collection can actually be an effective digital marketing tool when executed using certain best practices outlined here. 

In this sense, matching the right ad creative to the appropriate audience expands opportunities for brands to increase their online exposure and augment the effectiveness of their digital marketing techniques. 

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Emily Spalding Content Intern The Metric Digital Blog A Blog on All Things Digital Marketing