FMPSWEATY BETTY & ENDOMETRIOSIS UK
My final project was a collaboration between Sweaty Betty and Endometriosis UK that explores the relationship between fashion and social impact. The campaign “Heat Club” was created to challenge the idea that activewear brands only focus on performance and aesthetics instead of positioning fashion as a tool for comfort, support and community. The project centres around a heated activewear collection designed to support individuals living with endometriosis or experiencing pain with their periods, alongside the product range I created a full marketing campaign which included social media strategies, retail concepts, PR and event planning to demonstrate hoe the collaboration would exist across digital and physical spaces. I decided on the topic of endometriosis with genuine meaning and purpose. Endometriosis affects 1 in 10 women yet support surrounding the condition still remains limited. Through the collaboration I wanted to show that brands can use their platforms to educate their audiences and create conversations while maintaining a strong commercial relevance. This campaign reflects my interest within marketing and consumer psychology as it demonstrates how fashion can move beyond products to create an emotional connection and can make a difference to real social impact through storytelling and inclusivity.
A main focus throughout my project was the customer journey across physical and digital touchpoints. I wanted consumers to experience the campaign rather than just view it as a new product launch. Through retail environments, social media and PR the campaign’s aim was to encourage audiences to engage emotionally with both brand and the cause. The overall aim was for it to feel supportive, educational and community driven but still maintaining the aesthetics associated with Sweaty Betty. Through living with my best friend, I have realised that endometriosis affects a person everyday of their life, so I knew I had to create something practical, convenient and discreet.
My end result was successful, with created visual mock ups of the events, window displays and a product line that hypothetically solved the issue I set out to achieve.
