2023-10-19 19:50:52
Currently, 19 percent of consumers believe inclusive should exist beyond Pride Month, according to data from Teads Pulse.
51 percent of consumers consider the role of brands in inclusive issues extremely important.
As a brand it is important to break these stereotypes to generate empathy, trust and a connection.
Victoria’s Secret presented “Adaptive”, a line inspired by women with disabilities. This new collection presents bras y undies with magnetic snaps that are easy to remove and put on, in addition, the fabrics are comfortable and light with very sexy whose main objective highlight confidence.
It should be noted that these products received GAMUT recognition, which means that People with disabilities were involved in the process of creating this new collection.
The launch of “Adaptive” It was carried out through Instagram by the model Bri Scalessewho highlighted the importance of seeing people like her in big brands like Victoria’s Secret.
This collection that is available in all sizes It also has a special panty designed for the menstrual period.
Nowadays most brands seek to demonstrate that they are inclusive, as well as Victoria’s Secret with “Adaptive”Zara also sought to make this position clear by hiring a plus-size model, although this is not the first time, since for different collections it has opted for models over 50 or 60 years old, as well as medium-sized ones. Zara is a brand that has opted for models of all ages, heights, body types, sizes and styles, Its main objective being that all women feel identified.
And for a Barbie collection, Zara hired a plus-size model, Ceval Omar, a Norwegian trans model size 40, XL. But besides Zara, Ceval Omar has participated in campaigns of prestigious brands like Dolce & Gabbana, Nina Ricci or Mugler. In addition to having appeared on the cover of magazines such as Vogue and Elle.
Although currently create a marketing inclusive is a great challengeespecially because sometimes society is not prepared to receive certain messages, that is why there are 4 points that should not be left aside such as: identifying the sensitivity of the audience, always using respectful language, using real stories as support , and that the campaign reflects the brand values.
Finally, both Zara and Victoria’s Secret have not only gotten it right with their collections but also in finding all women feel identified.
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