(Filed Under wholesale Lingerie News). The Natori Company has launched a “new nationwide #MyNatori campaign” that it describes as “a nod to the brand’s more than forty-year commitment to honoring its own international origins, while celebrating the diverse backgrounds, ages, body shapes and sizes of its customers.”
A line from the campaign: “Your shade. Your size. Your fit. Your desire.”
According to the company, “inspiration for the #MyNatori campaign came from insights provided by Natori’s on-the-ground store coordinators and artificial intelligence marketing partner Albert. Natori’s in-store coordinators, who work directly with the brand’s brick-and-mortar retail partners, suggested that Natori use models that more closely represent the brand’s evolving audience.”
Explained CEO Josie Natori, “this campaign has created a renewed sense of pride and an almost frenetic energy within the walls of Natori. It gave us the opportunity to take a step back and reconnect with the original vision we launched with in 1977. We first got to let our team see that mission through their own eyes; now they’re translating it into something the real women who wear our bras can see through theirs. My Natori is now every woman’s Natori.”
The company said the new advertising “is a departure from the brand’s traditional campaigns, which are generally geared toward generating awareness for new product styles or fashion colors. Instead, Natori chose to focus on the basic colors of its most popular bra styles: Feathers (originally released January 2009), Flora (February 2017), Pure Luxe (October 2014), and Bliss Perfection (May 2015). These bras are featured on women of all ages, shapes, ethnicities and sizes, and interspersed with testimonials from real Natori customers.”
Natori president Ken Natori added, “creating content that better represents our customers was step one. Making sure our customers see it is step two. We’ve assembled a team of our most trusted and established partners to ensure that women everywhere not only see this campaign, but also feel empowered and recognized by it.”
The campaign includes four digital videos as well as still photos, and is also working with 14 “social media influencers.” The advertising, which also has “outdoor components,” began in September and will “run through the end of October.”
Natori was founded in 1977 and now incorporates a number of separate collections: Josie Natori, Natori, N Natori and Josie by Natori, “with products ranging from ready-to-wear, evening wear, lingerie, sleepwear, and legwear, to home textiles and accessories, bath, and fragrance." Natori products are sold in stores that include Neiman Marcus, Saks Fifth Avenue, Nordstrom, Bloomingdales and Dillard’s. The bra license has been held for many years by Dana-co.
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