Rafaella Extends Body Positivity Message Through Social Media

Body positivity and inclusivity are major themes at Rafaella, the better-price sportswear company, which focuses its attention on fit.
The brand, which continues to grow in a challenging environment, is designed to address the needs of women of all shapes and sizes. It is positioned at the opening price range of the better sportswear offer at department stores, with key accounts including Belk, Lord & Taylor, Stage Stores, Hudson’s Bay Co. and Boscov’s, as well as Amazon and Dia & Co., the plus-size subscription box.
While its distribution has been focused on department stores and their online channels as well as various e-commerce sites (it doesn’t have e-commerce on its own Web site), the company is changing the way it communicates with its customers.
“We’re focused on reaching our consumer in a digital/social media way that we never have before. It’s very grassroots and very authentic,” said Denise Miller, president of Rafaella, which is the largest women’s division at Perry Ellis International.
Miller said the sportswear brand has gone through some aesthetic and messaging changes and is well-positioned for the future.
“It’s almost like the re-evolution of Rafaella. We’ve been servicing her for many years now. We have a very loyal authentic customer,” said Miller.

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