Fitness

Snag Tights expanded its market with inclusion – The Drum

Snag Tights was named Diversity & Inclusion Company of the Year at the Drum Marketing Awards 2020. Here his team shares the success story …

The challenge

Finding good tights is the UK's biggest fashion dilemma. They dig in. You fall down. They tear. They hang around their knees. You develop holes in your toes. And shockingly, our research shows that nine out of ten British women say they can't find a suitable couple. wonder that traditional tights only vary in height and not in width.

For decades, this “one-size-fitsnone” approach has banned millions from wearing tights because they are too big, too curvy, or too small. Inspired by our founder Brie's own efforts to find tights that actually fit, we launched Snag Tights in March 2018 and praised the nation – regardless of shape or size – when it comes to wearing tights.

At Snag, we believe our bodies aren't wrong – the fashion industry is.

The strategy

We knew the fashion industry was broken, and we knew then that a brand that advocates and serves all types of bodies has the potential to make an incredible impact. Starting with the development of a product that would make every customer feel safe, represented and accepted by the fashion industry, we wanted the brand to be truly authentic, representative and for everyone who wants to wear tights, regardless of shape, size or ability Gender. That's why we built our business on the idea that everyone deserves clothes that fit, that they feel safe and that anything is possible.

The campaign

With a mix of paid campaigns, customer-generated content, and influencer collaborations, we've added some color and personality to tights – and gained thousands of loyal customers in the process.

To truly nurture our beautiful and diverse customers, we had to make them the heart (and face) of our social community. We invited our customers to play along in our advertising. Every image you see of Snag Tights, from our websites and social channels to our TV ad campaign, is a real customer – whose testimonials and views often form the basis for copies too.

Our unique size matrix – by size, dress size, and body shape – has not only helped thousands of people wear tights with absolute comfort without compromising on style, but has also turned into impressive sales figures.

The results

To date, our approach has resulted in more than 1,500,000 pairs of tights being sold to 350,000 individual customers in the past 22 months. We have expanded our social channels from 0 to 140,000 (FB) and 66,000 (IG) followers. The increased engagement of our truly customer-centric marketing strategy with a 430% increase in social media engagement has supported our international growth – with a projected run rate of £ 24M in 2020.

And our customers are happy. Over 70% are coming back to make a second purchase and over 50% have made three or more purchases. It's not big and not flashy, but our simple creative idea allows women who have been excluded from mainstream fashion for years to take center stage and finally see themselves represented in the industry.

“As a disabled woman who needed a clumsy husband to put them on, I had given up pantyhose. Hooks are fun colors of great quality and calm when needed. They gradually hold up, although my legs rub my chair all day, they don't tear or change size after washing. They let me be a little bit extravagant when I want to be, add to a boring day, and get compliments every time I wear them. Thanks, Snag! ”- Astrid

“Your use of oversize models drew me to your company at first. Every single person you use is absolutely perfect as they are and I am so grateful that you are using real world models rather than what society is trying to shove our throats down our throats. "- – Carly

“I think it's really great that a lot of people are modeling. The first time I saw someone representing my body type, the large overhang, the rounded shape, was really emotional. "- – Alice

This project was a winner of the Drum Marketing Awards Europe 2020. To find out which Drum Awards are currently open to entry, click here.

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