Brands: Keeping It Real
I’m fascinated by stories in the news that demonstrate a backlash to the so-called ‘ideal image for woman’ – who can forget the outcry following Protein World’s ‘beach body ready campaign’, or the rather more positively received ‘this girl can’ campaign from Sport England.
I recently saw that in Switzerland a major brand has decided to use ‘real women’-sized mannequins in all of their stores. Consequently, sales have gone through the roof – this for me highlights the importance of brands being real.
Transparency and Honesty
Consumers want transparency and honesty – they’re a pretty savvy bunch. I am not saying that all brands need to ‘real’ but I think this trend exhibits how people value a level of honesty and human element with regards to the brand experience.
It will be interesting to see how this trend develops over time and I’m sure you will still see me ‘liking’ and commenting on blogs and articles representing real women.