Fashion retailer Simply Be is kicking off a new strategic approach backed by a chunky investment in its upcoming 2024 autumn/winter campaign.

‘Find that feeling’ will form part of a wider re-positioning for the N Brown-owned brand as it looks to establish itself as the UK’s number one inclusive fashion brand for women.

This strategic transformation will be primarily centred around Simply Be’s investments in marketing, as it looks to raise brand awareness and consideration alongside increasing acquisition through earned channels.

“Making customers look and feel amazing has always been Simply Be’s superpower: it’s what we do better than anyone else. But this year, we’re amplifying our efforts to be the UK’s #1 inclusive fashion brand for women,” Simply Be general manager, Heidi Kenyon-Smith said.

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing news sent straight to your inbox each morning

“We’ve put our customer at the centre of every decision; we’ve crafted aspirational, relevant products that are beautifully designed and give her more style choice in key categories she loves.

She continued: “Our customer doesn’t want to compromise on fashion for fit – she expects both – and we’re determined to empower her with trend-led pieces that provide a unique offering: the feeling that every body is welcome.”

Running from early September through to the end of October, the campaign will have a presence across social media, video-on-demand and out-of-home, as well as an integrated partnership with Mail Metro Media.