Simply Be has launched its AW24 campaign with a focus on becoming the top choice for inclusive womenswear in the UK.
- The AW24 collection ranges from £16 to £75, featuring items like leopard print dresses and denim.
- The campaign, titled “Find That Feeling,” uses various media channels to boost brand awareness and growth.
- A significant shift in the marketing approach includes a new influencer strategy and enhanced social media presence.
- The brand is now focusing on a style-conscious 35-year-old customer, emphasizing quality and fit for all sizes.
On September 5th, Simply Be introduced its Autumn/Winter 2024 (AW24) campaign, aiming to strengthen its position as the leading inclusive womenswear brand in the UK. The collection presents a wide variety of attire, from statement leopard print dresses to versatile denim, with prices ranging from £16 for a cotton jersey lace bow t-shirt to £75 for a check pattern trench coat.
The marketing initiative, branded as “Find That Feeling,” strives to enhance brand recognition and foster growth by employing multiple channels such as Instagram, TikTok, consumer print magazines, and out-of-home (OOH) advertising, which includes billboards and digital screens in public spaces.
Heidi Kenyon-Smith, the general manager, elaborates on the strategic changes, highlighting that while the goal remains to be the UK’s foremost inclusive fashion brand, the method of engagement is evolving to create a deeper emotional bond with customers. “We want our audience to feel ‘Feel Good’ wearing our products, emphasizing confidence, empowerment, and excitement,” she explains.
The strategy places a strong emphasis on social media engagement, revamping their influencer strategy to include a mix of influencers like TV presenter Ashley James and model Soph Hughes. This aligns with their objective to resonate with a fashion-first yet inclusive audience.
Targeting a 25-45 year old demographic, Simply Be now refines its focus towards a more style-conscious 35-year-old “bullseye” customer. This decision stems from the competitive nature of the younger fashion market, prompting the brand to focus on quality and great fit, accommodating sizes 10-32.
Inclusivity remains central to Simply Be’s ethos, aspiring to democratize fashion by ensuring all women, regardless of shape or size, can access stylish options that enhance confidence and provide a perfect fit. The brand prides itself on specializing in fit, ensuring trends are accessible to all women.
Simply Be’s AW24 strategy marks a significant evolution towards a more emotionally engaging and inclusive fashion experience.
