ModCloth has reportedly increased its marketing budget to execute its latest campaign, ‘Say It Louder’, which was developed after a survey of 3,400 women revealed what consumers actually want from the brand.
The campaign, which is reportedly the biggest the brand has launched to date, puts modern female icons that follow the e-tailer’s mantra “you do you” in the spotlight.
Set to be delivered across all of ModCloth’s platforms, including video, catalogue/magazine-style advertising, social storytelling, digital media, and in-store activations, the omnichannel strategy will feature four social influencers, including rapper Lizzo, country star Cam, singer/songwriter Victory Boyd, and musician Kacy Hill.
“We’re excited to announce a new series in which we spotlight modern icons who inspire us each and every day. They embody our core values in their own individual, incredible ways and we’re so proud to celebrate them today,” the company said in a post on its website.
According to ModCloth, #SayItLouder has been designed to help consumers celebrate their individuality. The vintage fashion business is also using the campaign to reveal its new branding, after its new owner, Walmart, announced plans to revamp the e-tailer during its acquisition last year.
While longtime fans of the brand were originally sceptical of Walmart’s investment in the inclusive apparel line, Marketing Dive analysts believe the department store’s backing will help deepen the brand’s marketing pockets, while still retaining the diverse and inclusive persona it represents.
Insiders also believe that Walmart’s acquisition of ModCloth will help boost its own e-commerce business, as the embattled retailer gains access to a younger, hipper market.
The ‘Say It Louder’ campaign will form part of a broader initiative that will see ModCloth open a series of “Fitshop” stores, where consumers will be able to try on samples and get styling advice, before purchasing their favourite products online. ModCloth hopes to have five stores in place by the end of 2018, and eight by 2019.
ModCloth is just one in a long line of retailers embracing inclusivity in its marketing campaigns, as Bras N Things has recently diversified its marketing strategy as well, by embracing the ‘everyday woman’.
The Body Bliss range was originally launched in mid-May 2016, selling more than $1 million worth of product within its first three weeks. Australian models and influencers, Tahnee Atkinson, Samantha Harris, Steph Smith, Natalie Roser, and Bianca Cheah led the initial campaign. Through influencer marketing, the campaign had a reach of more than 1.77 million followers.
“We received overwhelming feedback from the Bras N Things retail team nationally about how many women came into their local store showing social media posts of the Body Bliss collection and wanting to try it for themselves,” said George Wahby, Bras N Things CEO said at the time.
The Say It Louder campaign from ModCloth is believed to be the first of many, where the brand supports people “expressing their personal style and finding their unique voice.”