N Brown-owned fashion retailer High and Mighty’s new outdoor advertising campaign aims to broaden the brand’s appeal.
N Brown-owned fashion retailer High and Mighty’s new outdoor advertising campaign aims to broaden the brand’s appeal and counter traditional perceptions of the plus-size market to attract young, athletic customers.
The £100,000 campaign includes two billboard ads featuring seven ‘real men’ of all shapes and sizes lined up side by side. One shows them dressed in the retailer’s clothing while in the other they are naked, but for the strapline ‘The lengths we go to’ covering their modesty.
The campaign was devised following customer research by creator Brandnation, which showed shoppers viewed High and Mighty as a retailer for older or overweight consumers. The ads smartly subvert this perception by using a group of real customers who are diverse in age and vary greatly in build and height.
They range from athletes and personal trainers to former England’s Strongest Man champion Lloyd Renals, who is also the retailer’s brand ambassador.
High and Mighty managing director Gill Politis says: “A growing proportion of our customers are sportsmen who are very broad and muscular and require larger fittings.”
Clothes can mask true body shapes, so what better way to demonstrate that the large High and Mighty customer is actually a burly rugby player than to strip him off?
The ads will run close to each other, but perhaps putting both visuals in one ad would have more clearly highlighted its message.
Consumers are used to scantily clad models on billboards, but using less conventional bodies should attract attention and communicate its message that the retailer’s offer is suitable for athletic shoppers.