Simply Be and JD Williams N Brown launch comprehensive campaign… | kbnmart

Brown is on a campaign to raise awareness of “the ongoing lack of inclusivity in the fashion industry when it comes to clothing fit and design, and the negative impact this has on so many people.”

The campaign is called “Fashion for All” and comes after research by the digital fashion group revealed details that “really shine a light on this issue”.

It’s gotten to the point that the owner of Simply Be, JD Williams and Jacamo brands is planning an industry-wide summit later this summer to develop clear recommendations for change to address these barriers.

So what are the results? On the (brief) positive side, 52% of all UK adults say their clothes make them feel good about themselves, and 38% say shopping for clothes makes them feel good about themselves.

But now we move on to the downside and those who don’t wear the right size. Less than half (47%) of people who wear a UK size average (16) and above say it’s easy for them to find clothes that fit them well.

About 26% avoid trying new fashion trends; 20% avoid attending birthday parties or special occasions; 21% avoid physical activity and exercise; and 11% avoid even going to the office.

The problem is most acute among older people and plus-size people, who are the least likely of all age groups to say their clothing has had a positive impact on their self-confidence and self-esteem, said N. Brown. Nearly a third of plus-size people (31% of size 22+) say they have avoided exercise because of negative feelings about their clothing, compared with just 12% of average-size people.

It is important to note that 24% of people in the UK say they do not feel that clothing retailers “promote inclusive or positive messages for people like them”.

More than two-thirds (43%) of men and 52% of women in the UK say they find shopping for clothes in store stressful.

The campaign highlights “how the wider fashion industry’s failure to ensure everyone has access to clothes that make them feel good is having a huge impact on their customers’ confidence and wellbeing.”

Hence, the Fashion for All Summit will be held in Manchester next September.

Meanwhile, its campaign across its three strategic retail brands has been developed to address barriers of size, shape, age and background “that can prevent people from enjoying fashion and the confidence and well-being it can bring.”

“Fashion should be for everyone, but it’s clear that inclusivity is not a priority in the clothing industry,” said Sarah Welsh, CEO of retail at In Brown Group. “Our number one priority is to ensure that every one of our customers can access and feel great in our clothes, regardless of their age, size or income level.”

“By failing to be inclusive, retailers are not only disappointing their customer base, but also limiting their opportunities for growth in a crowded and competitive marketplace,” she added.

“The retail industry needs to do more to make fashion accessible to everyone, not just the privileged few. At In Brown, we take pride in serving the underprivileged, as we have for over 160 years.”