Founded by Michelle Cordeiro Grant, a former Victoria's Secret executive, the Lively lingerie startup is hoping to change the way lingerie is marketed in a post-#MeToo era. Unlike her former company, Grant decided to use real women as the face of Lively. This initiative was not always beneficial to the brand, but following the #MeToo movement, Grant noticed that customers were driven by the brand's commitment to regular women as opposed to professional models. This focus has allowed Lively lingerie to position itself in a profitable market space as “Female consumers seem to be mentally transitioning to wanting images of real women,” says Grant.
Another focus on the brand is on comfort. This idea again ties into the marketing as Lively lingerie showcases women of all body types in their underwear. The depiction of real women in lingerie shows how the items will fit and wear on various body types, while also displaying the underwear in a manner that is inclusive of all women.
Image Credit: Lively
What's Driving This Trend
- Inclusive Lingerie Marketing
- Disruptive innovation opportunity: Brands can shift their marketing strategies to focus on real women and promote body positivity and inclusivity.
- Empowering Female Consumers
- Disruptive innovation opportunity: Businesses can cater to the growing demand from female consumers by promoting images of real women and embracing diversity.
- Comfort-focused Lingerie
- Disruptive innovation opportunity: Companies can capitalize on the trend of prioritizing comfort by offering lingerie that caters to women of all body types and showcases how the items fit on different individuals.
Who This Affects Most
- Lingerie
- Disruptive innovation opportunity: Lingerie brands can adopt more inclusive and body-positive marketing strategies to attract a wider customer base.
- Fashion
- Disruptive innovation opportunity: The fashion industry can embrace diversity and inclusivity by featuring real women in their advertising campaigns and challenging traditional beauty standards.
- Advertising
- Disruptive innovation opportunity: Marketers can tap into the demand for authenticity and inclusivity by promoting ad campaigns that showcase real women and prioritize customer empowerment.
