The So What:
Intimates' category leader Wacoal International acquired size-inclusive lingerie brand Lively. Although some would argue that Lively is not as size-inclusive as other lingerie brands, this acquisition further serves to validate the fact that corporations are making financial commitments to size-inclusion. This move will drive other companies to acquire size-inclusion-driven products and brands for fear of not remaining competitive. This will likely encourage more entrepreneurs to launch brands that have size-inclusion in their DNA.
MeUndies, an underwear and loungewear company, launched the “FeelFree” women’s collection, with five silhouettes made in sizes XS to 4XL. MeUndies created the collection based off of customer feedback which specifically asked for a more diverse range of sizes. For those outside of the collections size range, "MeUndies rolled out another solution: a tool on its e-commerce site where shoppers can request larger or smaller sizes. On product pages, rather than click on one of the eight sizes carried full-time, shoppers can request a larger or smaller size, made just for them. From there, they are taken to a request page to enter their name, email, requested style and desired size. Once the request is submitted, it will take MeUndies anywhere from three to four weeks to make and ship the underwear, free of cost. Extended sizing for men will begin rolling out in September." I cannot think of any other brand in the underwear space that has invested the time, energy and resources to create a solution like this. MeUndies understands the value of attracting and retaining customers, and this will win them a committed following with the larger-bodied population.
Mondelēz International, the maker of Cadbury chocolate bars, is introducing an 100 calorie cap to many of its bars, in an effort to "fight obesity." This news comes on the heels of Cadbury's release of a "new version of its Dairy Milk chocolate bar which contains 30 per cent less sugar.” The sugar content of the bar was reduced from 56g per 100g in the original bar to 39g per 100g in the new version. Cadbury described this product launch as the "most significant innovation in the brand's history." The move appeared to come out of the company's desire to do its part in helping reduce the number of children who are obese in the UK, but the brand clearly sees the value in appealing to parents by being seen as more health-conscious. This type of product development is a trend we will continue to see across a variety of food and beverage categories, as governments become laser-focused on finding ways to combat the "obesity epidemic," and companies who tend to target children (and families) see the benefit of appearing socially-conscious to consumers.
I wanted to include two links below which illustrate two governments' dedication to improving body image.
Influencers spoke at the UK Parliament as a "result of the Government Equalities Office commissioning research with the aim of gaining a better understanding as to how the government can help in combatting body image issues."
Gymnastics Australia released new "body positive guidelines." In an effort to "set clear boundaries and guidelines on acceptable language and behaviour in relation to body image, the recommendations throughout the guidelines provide information for coaches, parents, judges, support staff and administrative staff when working with gymnasts of all ages, genders and training levels."