Riders® by Lee®, the leading national female denim brand in the mass retail channel, is staking its claim in the market of fashion inclusivity this fall.
The apparel brand best known for quality and timeless fashion at a value, has released a new national ad campaign featuring refreshed head-to-toe styles and new fits developed by Riders by Lee’s all-female design team. The ‘Made to Move’ campaign highlights three women with different body types, and communicates the movement, comfort, and confidence that comes from feeling and looking good. The campaign resonated with consumers during pre-campaign testing for showcasing product that fits all body types and using models who look like ‘real women.’
“Each of us on the design team has experienced the frustration that shopping can bring, and we want to make that process easier,” said Heather Collins, Riders by Lee designer. “Riders by Lee has always been a brand that understood how to fit real women. Now, we’re taking that expertise and translating it into relevant, fashionable, and on-trend styles that our consumer is excited to wear.”
The brand’s new fall line includes slimmer fits, on-trend details like distressing, sanding, raw & released hems, and athletic-inspired casualwear.
Size inclusivity as a trend is at an all-time high, with the fashion industry seeing a shift in the acceptance of curvier figures, and recognizing the untapped market of inclusive fashion. A study from the International Journal of Fashion Design, Technology and Education, revealed that the average American woman wears a size 16, and plays an important role in growing apparel sales, which are expected to make up $24 billion in revenue by 2020.
“High-end designers and even popular reality design contests on TV are showing women of all sizes, which is very refreshing,” said Joyce Markwell, vice-president of merchandising for Riders by Lee. “Women want apparel that is well made, fashionable and fits comfortably. They also want versatility. We look at our evolution, and are pleased to see this new campaign communicate what our female shopper deserves and what we now deliver from a style perspective.”
The fall ’17 product launch and brand refresh coincide with the relaunch of RidersbyLee.com. The print and TV ads will air throughout the fall on select cable TV channels and in popular women’s publications.