Simply Be

The F-it Revolution

Moving from frumpy plus-size brand to fit expert for every body.

Agency: ODD/HOUSE 337

THE CHALLENGE:

How to make women feel proud, not shame for wearing Simply Be?

THE INSIGHT:

Plus-size women don’t want to be treated differently, but they do want clothes that fit.

THE STRATEGY:

Re-position the brand as fit-experts for all and liberate women from the discomfort of badly fitting clothes.

THE RESPONSE:

‘Exceptional’ 5.9 star rating from System 1 Research, an all-time high for the fashion category, smashing the average of 2.3