aLL

Issue:

Plus size fashion is ignored, overlooked and underrepresented. Film and fashion industries equate beauty with slim and sexy. Fashion magazines do their bit in making it a bigger issue by focusing on slim figures. To add insult to the injury, plus size is body-shamed, and there are limited choices for them when it comes to apparels and fashion.

Objective:

To make aLL a brand loved by, and preferred by the plus-size fashion enthusiasts.

The Strategic Approach We Took:

We put the pride back in the plus size consumers by talking a language of attitude and positivity. Thereby, giving them the confidence that aLL is a brand they can always rely on, and feel at par with the non-plus size fashion enthusiasts.

Outcome:

The brand website and stores starting having increase in visits/footfalls that resulted in uptake of sales