JCPenny is proving that plus-size women don't have anything to be ashamed of with a new body-loving advertising campaign called 'Here I Am.'
A video produced by the company follows a number of powerful women who know that the negative opinions of others towards their bodies does not define their worth. The lighthearted commercial promotes the hashtag #HereIAm to prompt plus-size women to celebrate their individuality and personal beauty across social media platforms. The campaign works to encourage them to share pictures of themselves with confidence along with the hashtag, creating a series of images that changes the media narrative to be more inclusive.
With this, the campaign hopes to get people to let go of the preconceived ideas they have -- working to create a more body-positive and friendly culture.
Body Positive Apparel Campaigns
JCPenney is Inclusive to Plus-Size in Its New Marketing Endeavors
Trend Themes
1. Body Positive Advertising - An opportunity for brands to promote body positivity and celebrate diversity through inclusive marketing campaigns.
2. Social Media Campaigns - An opportunity for brands to leverage social media platforms to empower and amplify the voices of marginalized communities.
3. Inclusive Media Narratives - An opportunity for brands to challenge traditional beauty standards and promote more diverse representation across various forms of media.
Industry Implications
1. Fashion Retail - Disruptive innovation opportunities lie in creating inclusive and size-diverse fashion lines that cater to the needs of plus-size consumers.
2. Beauty and Cosmetics - Disruptive innovation opportunities exist in developing inclusive beauty and cosmetic products that cater to a wide range of skin tones, body types, and identities.
3. Social Media Marketing - Disruptive innovation opportunities include leveraging social media platforms to foster a more inclusive, body-positive and diverse brand image.