Apparel retailer Best&Less has set out to defy the norms of traditional lingerie marketing for the women of Australia in its latest campaign: Perfect Fit For You via 99c.
Embarking on a new journey in its marketing strategy, Best&Less aims to make all women around Australia feel and look good without compromising on price, quality or fashionability.
The campaign encourages women to be themselves, showcasing their personality in all aspects of fashion, right down to the perfect underwear.
Although Best&Less has catered to a larger size range for years. The retailer is building further on its inclusive sizing, the latest bra range fits up to size 20DD, with select styles across Best&Less’ are offering extended to size 26G, which are in store and online now.
This size expansion continues into underwear also with select styles up to a size 26 or 30, both available online now.
Best&Less head of marketing, Janine Van Deventer, said: “The world has embraced conversations about equality and inclusivity over the past 12 months. Best&Less has always offered clothing and underwear options for women of all body shapes.
“In staying true to meeting the needs of our customers, Best&Less acknowledges where we could be doing better to cater to more people. Extending sizing in the essentials of bras and underwear was a logical move.
“We hope our customers will be pleased with this and look forward to welcoming some new and returning customers.”
The Perfect Fit For You campaign kicked off, 11 July, including TVCs, social media, influencers, PR, digital and in store experiences.
Client: Best&Less
Head of marketing: Janine Van Deventer
Brand marketing Manager: Sally Patman
Brand marketing Specialist: Nick Day
Creative production Manager: Robyn Ewing
Producer: Jess Russell
Creative manager: Angie Lotz
Creative Agency: 99c
Creative director: Adi Eksteen
Art director: Alain van Heerden
Account director: Ashley Saint
Executive producer: Katherine Tripp
Production company: DMC Digital
Director: Allan Coy
Executive producer: Allan Coy
Producer: Marlena Cacciotti
DOP: Paul Shakeshaft
Gaffer: Simon Walsh
Post-production: 99c
Photographer: Damian Bennett
H&M: Lisa Fulginiti, Karina Farrugi, Sasha Lorge
Stylist: Cheryl Tan, Larissa Astroza
Production: Jess Russell
Art director: Angie Lotz
PR: InsideOut PR
Media: Bohemia
Group business director: Nicola Kiely
Business director: Josh Harrison
Natasha Galasso Media Coordinator
