Saturday, June 13, 2015

Target's "A Fit for Every Body" Campaign

Racked reports that Target's newest swimwear campaign uses the tagline "A Fit For Every Body," and instead of models, Target is once again partnering with bloggers for a video and photoshoot. For this campaign, Nashelly Messina of Fabulatina, Nikki Minton of My Style Diaries, Sarah Boyd of Simply Stylist, and Chantè Burkett of Everything Curvy and Chic all wrote sponsored posts about their experience finding a Target swimsuit with the help of Target stylist Zanna Roberts Rassi. In the campaign, Rassi asks each blogger about their favorite parts of their body and their challenging areas. Then she explains why she picked out each suit for each blogger.

Blogger Messina explained why she thinks the campaign will resonate with shoppers: "It's not just about not working with models or bloggers that look like models. It's about partnering with average sized women who are relatable and aspirational. Consumers are ready to see themselves in campaigns and thankfully Target understands that."

And Burkett wrote in her blog, "Being the only plus size girl in this swimsuit campaign really challenged my confidence, and to be honest I never felt more confident in my life. Target wanted to showcase real women in swimsuits and if this isn't real I don't know what is. Finally a major brand who wanted to showcase someone who looks just like me, yes that is me but you guys understand where I'm coming from."

However, I'm questioning why Target only featured ONE plus-sized body in this campaign - ?
If Target truly cared about showing a range of sizes and body types, they should have done just that.

2 comments:

Rachael said...

Wow, really Target? It seems like they were trying to ride on Modcloth's train (which was an extremely similar campaign, but more variety to the models). They didn't even necessarily have to have more plus size models (which would have been nice), but they could have thrown like a size eight or ten in there.

Xing Zhang said...

I have a great feeling about what Target has come up with for the females. The swimsuits seems amazing and they have really tried to gathered for all the women needs by producing swimsuits that suits women of different body shapes. "A Fit for Every Body” campaign is an exceptional campaign. Well done to Target, this is a great effort.