Simply Be has unveiled its AW24 campaign to cement its status as the UK’s leading inclusive womenswear brand.
- The collection includes a range of products from dresses to trench coats, with prices between £16 and £75.
- The ‘Find That Feeling’ campaign aims to connect emotionally with customers through social media and print ads.
- Simply Be has shifted its target audience to a style-conscious 35-year-old, catering to a less congested market space.
- Inclusivity remains at the core, offering sizes from UK 10-32, focusing on confidence and empowerment.
On 5 September, Simply Be introduced their AW24 campaign as part of a broader strategy aimed at reinforcing its position as the UK’s premier inclusive womenswear brand. Catering to UK sizes 10-32, the collection features items ranging from statement leopard print dresses to versatile denim and mix-and-match tailoring. Prices for this collection start at £16 for a cotton jersey lace bow T-shirt and go up to £75 for a check pattern trench coat.
The marketing initiative, titled “Find That Feeling”, seeks to boost brand awareness and growth via multiple channels, including social media platforms like Instagram and TikTok, as well as traditional media such as print ads and billboards. The campaign aspires to create an emotional connection with customers, resonating with them on a level that champion confidence, empowerment, and excitement that characterises the brand.
Heidi Kenyon-Smith, the general manager of Simply Be, affirms that their ambition to be the UK’s top inclusive fashion brand hasn’t changed. However, the approach has evolved to deliver products in ways that engage customers more effectively. The strategic pivot focuses on enhancing customer interaction through social media and influencer partnerships. Influencers like TV presenter and DJ Ashley James, along with model Soph Hughes, have been employed to embody the fashion-forward yet inclusive ethos of the brand.
The brand is targeting a defined market segment: a style-conscious 35-year-old customer. This strategic move is designed to penetrate a less congested market space, shifting from the highly competitive younger demographic. Simply Be aims to provide an elevated and more feminine product line, focusing on quality and impeccable fit, without compromising fashion for fit. Kenyon-Smith emphasises that inclusivity remains the focal point, striving to democratise fashion, ensuring everyone can look and feel confident.
Understanding and prioritising the customer is at the heart of Simply Be’s operational strategy. They place significant emphasis on knowing their customer better than anyone else, aiming to translate this knowledge into daily decisions. The goal is to offer clothing that not only fits well but empowers women to feel good about themselves. With an enhanced focus on fit, Simply Be ensures that current fashion trends are accessible to all women, regardless of their shape or size.
Simply Be’s strategic approach aligns with its mission to be the UK’s foremost inclusive brand, offering quality fashion for every woman.
