The Gossard 'I Am Enough' campaign is a new marketing initiative from the heritage lingerie brand created with body positivity at its core to celebrate and embrace beauty in all forms. The campaign follows on results of a 2020 UK Government Survey, which revealed 60% of women feel negatively about their bodies and 57% of adults saying they never or rarely see people who look like them in media images. The campaign focuses on three of the brand's best-selling styles on three different body types to embrace all women.
Head of Marketing at Gossard Daniella Vincent commented on the Gossard 'I Am Enough' campaign saying, "Confidence comes from within, and it’s from that place that everything flows. It’s not the lingerie itself that gives you confidence, it’s all about how it makes you feel. Gossard is designed by women for women, rigorously tried and tested on all different shapes and sizes at our Gossard HQ."
Key Themes Behind This Trend
- Body Positivity Lingerie
- Opportunity for lingerie brands to create campaigns that celebrate and embrace beauty in all forms, helping people feel more confident about their bodies.
- Inclusive Advertising
- Opportunity for brands to create advertising campaigns that show individuals of different body types and improve the perception of body image in the media.
- Self-love Marketing
- Opportunity for marketers to develop campaigns that encourage self-love and confidence, promoting emotional wellbeing through marketing.
Where This Applies
- Lingerie Industry
- Lingerie brands have the opportunity to make body positivity campaigns, create more inclusive sizing, and show more diverse body types in their marketing and advertising.
- Fashion Industry
- Fashion brands can contribute to positive body image through advertising and campaigns and develop more inclusive sizing.
- Marketing and Advertising Industry
- Opportunities exist for marketers to develop campaigns that promote positive body image, self-love, and confidence.
