This tight was chosen as the hero of the new launch but didn’t currently have any messaging centered around what was new. Our goals were to: improve the shopping experience for bras and tights, elevate this tight at retail and eCommerce, and to drive and inspire try-on.
We reviewed the research by our product team that included reviews by women who had tried on the tights and compared them with similar styles from other brands. Pulling from these reviews, we created copy that highlighted the new features of the tight but that was written in the style of a personal review to be more approachable. We then centered our deliverables and consumer journey around removing barriers to try-on, with enhanced return policies and calling attention to extended sizing.
