Violeta by MANGO was introduced as a plus-size fashion collection for women in 2014 and since then, there have been thankfully been plenty of other new clothing pieces, lines and brands created specifically for curvy women of all shapes and sizes. While there are certainly more plus-sized clothing collections for women now in circulation than there were just a few years ago, there are still many retailers that fail to offer a range of diversified size options.
To acknowledge this, the Spanish clothing company is launching a digital campaign called #WeAreVioleta, which encourages consumers to create online conversations about the lack of plus-size clothing from other retailers when they can't find sizes that are appropriate for them in-store. Each week, those who use the hashtag in posts across Instagram, Facebook or Twitter have the chance to win a complete Violeta by MANGO outfit.
Inclusive Retail Campaigns
This Violeta by MANGO Initiative Sparks a Dialogue About Fashion
Trend Themes
1. Plus-size Fashion - The rise of plus-size fashion collections and brands offers an opportunity for retailers to tap into a previously underserved market.
2. Inclusive Marketing Campaigns - Digital campaigns that encourage consumers to engage in conversations about diversity and inclusivity in retail create a platform for brands to showcase their commitment to inclusivity.
3. Social Media Contests - Utilizing social media contests and hashtags provides a powerful tool to engage and reward consumers, while also generating valuable user-generated content.
Industry Implications
1. Fashion Retail - Fashion retailers can seize the disruptive innovation opportunity by expanding their offerings to include plus-size fashion collections and promoting inclusivity in their marketing campaigns.
2. Digital Marketing - Digital marketing agencies can help brands create and execute inclusive marketing campaigns that spark conversations around diversity and engage consumers on social media platforms.
3. Social Media Platforms - Social media platforms can leverage the trend of social media contests and hashtag campaigns by partnering with brands to drive user engagement and increase platform usage.