Culture 03 March 2019
In recent years, we've seen the welcome introduction of body positivity into mainstream beauty and fashion brands. It makes a stark contrast to the stick-thin supermodel-promoted advertising of the 90s, promising consumers that if they bought this particular item of clothing, they too would instantly become beautiful and skinny.
Of course, this type of promotion still occurs, but there are many brands that are becoming more inclusive and body positive in both their designs and marketing.
The issue we have now, however, is distinguishing between brands that genuinely care about their customers' wellbeing, and those which are merely using body positivity to make a profit. Unfortunately, there are some who are jumping on the bandwagon and using what should be an empowering movement to create successful advertising campaigns and sell more products.
That's why we've compiled this list of brands that go the extra mile to enforce body positivity; read on to find out more.
Photo credit: Knix
Knix is an inspiring underwear brand that specializes in leakproof period underwear, comfortable bras.
Since their launch in 2013, Knix have put their emphasis on women being comfortable and confident, whatever their shape and size. As a brand, they don't believe in sticking to conventional women's underwear concepts — usually hyper-sexualised, lacey and uncomfortable. Instead, they've used their innovative design ideas and period panty technology to create revolutionary yet functional underwear products.
Not only are their period undies leakproof, moisture-wicking and anti-odour, but their bras are comfortable, supportive and wireless. Sounds like a win, doesn't it?
Knix really believe in promoting body positivity: they want all women to be comfortable in their own skin and free to be themselves. Choosing underwear products that are specifically designed to make you feel confident and comfortable seems like a pretty good place to start.
Photo credit: @asos
This well-known British online retailer has been paving the way in body positivity for a while now. ASOS have made a deliberate effort to be inclusive and diverse — choosing to work with more than 200 models to represent their sprawling audience across the world.
They haven't stopped at just using models with different body types either; ASOS clothes come in more than 30 sizes, which they've committed to providing at the same price. By being size-inclusive, ASOS have shown a progressive attitude towards body positivity that many online clothing stores unfortunately lack.
ASOS's advertising campaigns and imagery also reflect this attitude: they refuse to retouch, remove stretch marks or digitally alter images of their models. As such a huge online retailer — and one whose core demographic are young women — it's a relief to see that they are normalising practices like showing their models with stretch marks and representing the majority of women's experiences.
Furthermore, they have also partnered with GLAAD, one of the biggest voices in LGBTQ activism, to create a gender-neutral accepting collection.
Sport England: This Girl Can
Photo credit: @thisgirlcanuk
Sport England is a organization dedicated to mobilizing the British nation into taking part in sports and activities — regardless of their age, gender, background or ability. The organization created the “This Girl Can" campaign, which has now turned into an extremely successful, globally recognized movement.
This Girl Can is a female fitness movement that is both body positive and inclusive — celebrating and supporting girls and women of all backgrounds being active. Since the birth of This Girl Can in 2015, they have been inviting women everywhere to join in and get moving, without worrying about how they look.
It's refreshing to see a brand promoting body positivity in terms of physical fitness and the effect that this has on mental wellbeing. Sports and fitness brands can be guilty of excluding women if they don't fit a certain body ideal, making women less likely to want to exercise and impacting both their mental and physical health.
Far from relying on the conventional photos of super-fit sports stars, This Girl Can shines the spotlight on “real" women and put the power in their hands instead. The brand invites their audience to join them on their journey to inclusivity and positivity in exercise by sharing photos of themselves using the hashtag #ThisGirlCan.
Check out their Instagram — it's incredibly inspiring and moving to see the women featured, and how the brand celebrates self-love in such a positive way.
Photo credit: ModCloth
ModCloth is a San Francisco-based online fashion retailer that specialises in quirky, vintage-inspired clothing. Not only do they offer a range of sizes, but they feature models with a wide range of body types and sizes in their campaigns to accurately reflect their audience.
As with the other brands we've mentioned on this list, ModCloth signed an anti-photoshop pledge in 2014, vowing to never change the size, color, proportion or physical features of their models.
They've also made an effort to become much more size-inclusive — in both their product offerings and their language. In 2015, they experimented with removing the “plus size" section from their homepage to create a more inclusive, integrated brand community. Since then, they have reintroduced a plus size section to improve their customers' shopping experience, but they continue to use positive language and have removed plus-oriented language from the site in order to be more inclusive.
All of the above brands have made a conscious effort to promote body positivity through their clothing offerings, messaging and core brand values. As a result, they are championed by their customer communities — and seem to be having a real impact across the retail industry. It just goes to show that the body positive movement isn't just a marketing fad — it's here to stay.
Whether it's your child or your brand, there is nothing quite like the excitement you get when you see the fruits of your efforts grow. In the face of aversion, you must remain cool-minded and adaptable to remain effective. This can be quite stressful, and every minute counts. Alone, the responsibility can be overwhelming - wouldn't it be nice if things just ran themselves sometimes? Especially those things that we do mindlessly all the time, and seem to take up most of our time?
When you start a business, you soon come to realize that in order to grow your brand, you need to be extremely organized. And to be efficiently organized, it is imperative that you master the art of managing your time. The saying 'time is money' rings true when it comes to growth. This is why we're going to provide you with helpful tips that will allow you to save time so you can focus on growing your brand.
Use the Right Tools
Technology has changed the way we conduct our business with each other. Today, more than ever before, we have access to data which gives us clearer insight and vision, as well as better tools for productivity. However, as we all know, this is all conditional to your intent. As much as a smartphone can be a tool for productivity, it can also be a fantastic source of distraction and procrastination, which is directly detrimental to said productivity. Automation is an advantage that is available to almost everyone today when it would have been unthinkable just a generation ago.
When a brand is still young, the team is still close-knit and there isn't too much coordination necessary when it comes to keeping up to date and on top of work. Chat groups and video calls can do, as well as simple task-managing apps. But as you grow, your workflow becomes more complex and the volume of data generated by your company will very quickly become a logistical nightmare.
Telltale signs of data overwhelming are endless excel sheets, frantic Post-it notes all around the (real or digital) office, and relying on the consumer rather than business-oriented data storage and communications solutions. These have their limits, and investing in a holistic company-wide system will not be a waste.
Work More Effectively
Your workflow can be simplified into smaller tasks which follow each other in a sequence, which can have conditional elements to it. That's where automation comes in. If you can draw it in a flowchart, you can automate it. Tasks that would have taken days can be outsourced to a machine that will not only perform but also learn in the process.
There is now a myriad of online services for freelancers which essentially give them the productivity potential of a small firm. We're now at the point where bots at https://www.hellobonsai.com/contract-templates can generate custom templates for the documents your brand needs, replacing the need for a legal consultant to intervene. You just need to know what you want to automate, and what you want to make out of it. If you create a logical process from the inception of your brand, then the automation will be seamless, as all you will need to do is add more tasks.
Be Mobile and Flexible
Most of your coworkers and clients will probably already have a smartphone, or will soon. It is also very likely that beyond using these for leisure and social activities, they use them for work. It is now normal to switch off the heating in that apartment you've been renting out while you are on holiday because your AirBNB tenants are overusing it. Or to track the status of your latest food delivery while you are sitting on the toilet.
Consumers today are not only constantly on the move, but they are also increasingly data-focused. They will be looking for results and have the capabilities they need to research, analyze, and calculate what they deem necessary to ensure they will be making the right decision. They thus also expect the same in return, in the form of bespoke customer service that is both intelligent and responsive.
Data is everywhere and is relatively easy to obtain. In a single click, you can generate a web analysis that will reveal more information about your blog or website than your doctor will ever tell you about your own body. Before diving into this ocean of data, take time to identify what is really important to you. Brainstorming is a great tool to really identify and prioritize what you and your team should be focusing on first. If you try to wage war on all fronts, then the chances of winning are slim.
With the right tools and the right method, you can save yourself quite a considerable amount of time. With both the agility and flexibility that data managing and automation software brings to the table, you will see an increase in your productivity. Careful planning is key, and if you focus on streamlining your workflow, you will be able to take your brand to the next level.