Simply Be has launched its AW24 campaign with a renewed focus on becoming the leading inclusive womenswear brand in the UK.
- The AW24 collection features a variety of styles, from leopard print dresses to versatile denim, priced between £16 and £75.
- The marketing campaign, titled ‘Find That Feeling,’ utilises platforms like Instagram and TikTok, along with traditional advertising channels.
- Simply Be’s strategic direction now emphasises creating an emotional connection with customers, focusing on empowerment and confidence.
- The brand’s target audience has shifted to a style-conscious 35-year-old demographic, prioritising quality and fit.
Simply Be has introduced its new AW24 marketing strategy, aiming to establish itself as the UK’s foremost inclusive womenswear brand. Offering sizes from UK 10 to 32, the collection includes standout pieces such as statement leopard print dresses and a variety of denim options. Prices for this collection range from £16 for a basic t-shirt to £75 for a check pattern trench coat.
The ‘Find That Feeling’ campaign is designed to boost brand awareness and drive growth by employing a diverse range of marketing channels. Social media platforms such as Instagram and TikTok play a prominent role, bolstered by consumer print advertisements and out-of-home advertising, which covers billboards and digital screens in public spaces.
According to general manager Heidi Kenyon-Smith, the strategic shift is aimed at engaging customers in a manner that fosters an emotional connection. The campaign highlights the brand’s new product handwriting, which seeks to empower and instil confidence in women. Kenyon-Smith noted, ‘Feel Good is exactly how we want our customers to feel when they wear our products.’
This updated strategy also incorporates a dynamic influencer approach, featuring personalities like TV presenter Ashley James and model Soph Hughes. The influencers are selected to mirror Simply Be’s commitment to being both fashion-first and inclusive. Furthermore, the brand has invested heavily in media campaigns that include video on demand and strategic partnerships, such as one with Mail Metro Media.
Simply Be’s target demographic has been refined, now focusing on a style-conscious 35-year-old customer. This decision was made to move away from the highly competitive younger segment and cater to a market that values quality and fit. Inclusivity remains a cornerstone of their approach, with an array of sizes designed to democratise fashion and ensure everyone can find garments that make them look and feel great.
Simply Be’s AW24 marketing strategy reflects a sophisticated approach to inclusivity and emotional customer engagement, capitalising on diverse marketing channels to enhance brand presence.