85
Fashion Jobs
JO MALONE LONDON
Education Manager, Jml/lm
Permanent · HO CHI MINH CITY
L'OREAL GROUP
Senior HR Operations Executive/ Assistant Manager
Permanent · HO CHI MINH CITY
ADIDAS
Key Account Manager (Franchise)
Permanent · HO CHI MINH CITY
ADIDAS
Senior Manager, Commercial, Adigolf, Vietnam 1
Permanent · HO CHI MINH CITY
ADIDAS
Key Account Manager 1 (Franchise)
Permanent · HO CHI MINH CITY
COLUMBIA
lo Costing & Engineering Manager
Permanent · HO CHI MINH CITY
L'OREAL GROUP
Category Manager - Cpd
Permanent · HO CHI MINH CITY
L'OREAL GROUP
Business Planning Manager - Cpd
Permanent · HO CHI MINH CITY
ADIDAS
Senior Manager Product Creation (Sportwear)
Permanent · HO CHI MINH CITY
L'OREAL GROUP
Product Manager - Shu Uemura
Permanent · HO CHI MINH CITY
ADIDAS
Manager, Quality Product Integrity
Permanent · HO CHI MINH CITY
TAPESTRY
Manager, Manufacturing Engineer
Permanent · HO CHI MINH CITY
SPECIALIZED
Painting Quality Engineer - Bình Dương, Vietnam
Permanent ·
ON RUNNING
Social Compliance Specialist - Hcm Based
Permanent · HO CHI MINH CITY
ADIDAS
Senior Manager, Sourcing Operations
Permanent · HO CHI MINH CITY
WILLIAMS SONOMA
Wood Sustainability Specialist - (Global)
Permanent · THUẬN AN
PUMA
Manager Quality Apparel & Accessories
Permanent · HO CHI MINH CITY
PUMA
Senior Executive, Finance
Permanent · HO CHI MINH CITY
PUMA
Head of Quality Footwear
Permanent · HO CHI MINH CITY
PUMA
Quality Engineer Cobra
Permanent · HO CHI MINH CITY
PUMA
Key Account Manager, Marketplace E-Com
Permanent · HO CHI MINH CITY
ON RUNNING
Head of Footwear Sourcing
Permanent · HO CHI MINH CITY
Published
Feb 6, 2019
Reading time
2 minutes
Download
Download the article
Print
Text size

Sainsbury's Tu bra campaign focuses on body positivity

Published
Feb 6, 2019

Supermarket brands may occasionally try to be a little edgy with their marketing campaigns, but in general, those campaigns tends to veer towards the more conservative mainstream, given that the retailers themselves are fully focused on the family-oriented customer.


Tu Clothing


So it's interesting that the latest creative for the Sainsbury’s Tu Clothing brand has set out to be different, which is both a reflection of the influence of creative consultant Mary Portas on its thinking, as well as the fact that concepts once have been seen as cutting edge are now much more mainstream.

The company's new campaign is for its bra offer and is encouraging women to love their breasts as they are, rather than viewing them through a male-focused filter.

Created by the Portas agency, the new work is part of the clothing label’s wider Be You approach and has been called All Boobs Welcome.

The core of the campaign is a video (shot by women) featuring real women wearing their bras and talking about their breasts and what they call them. The names range from ‘knockers' to ‘lemon drops’, 'fried eggs', 'crumb catchers', 'saggy and baggy' and even 'Ant and Dec’.

The end message of all this is that however they're shaped and whatever they're called, women will be able to find something suitable for them at the Tu brand.


 



It puts Tu head to head with the UK’s dominant lingerie retailer M&S and also sends out a signal that women aren’t happy with current intimates advertising. The company said that 71% of women think lingerie ads are too male-focused and only 56% of women talk about their breasts in a positive way.

The campaign features on Tu’s social channels, via video on demand, in print and outdoor ads, as well as being backed by a PR push. There’s also a pop-up experience from Wednesday in London for five days with a professional bra fitter. It targets the large number of women who say they don’t like shopping for bras and are embarrassed to ask for help.

Copyright © 2024 FashionNetwork.com All rights reserved.