There are many brands in the fashion industry that shy away from promoting a positive body image for women, but ModCloth is definitely not one of them. In place of models, ModCloth has previously crowdsourced ordinary people for their marketing campaigns, but this time rather than looking externally, ModCloth looked within.
To introduce its latest swimwear line, the brand turned its own employees into models. The blog post featuring these photos called 'Swimsuit Issues' was spurred by the controversy caused when "plus size" model Ashley Graham landed on the cover of Sports Illustrated. Although Graham is only a size 12 and her appearance caused an uproar, ModCloth notes "50 percent of women are wearing over a size 16."
In addition to stocking a wide range of styles and sizes for women, it's nice to see that ModCloth is practicing the same empowering body positivity it preaches.
Key Themes Behind This Trend
- Promoting Body Positivity
- Opportunity for brands to promote diversity and inclusivity in marketing and advertising campaigns.
- Crowdsourcing Ordinary People
- Opportunity for brands to engage customers by featuring real people in their marketing campaigns.
- Internal Employee Models
- Opportunity for brands to showcase their own employees as models, fostering a sense of authenticity and relatability.
Where This Applies
- Fashion Industry
- Disruptive innovation opportunity for brands to challenge traditional beauty standards and promote body positivity in their products and marketing.
- Marketing and Advertising
- Disruptive innovation opportunity for companies to redefine beauty standards by featuring diverse and inclusive representations in their campaigns.
- Retail Industry
- Disruptive innovation opportunity for retailers to offer a wide range of sizes and styles, catering to diverse body types and promoting body positivity.
