As one of the UK’s leading fashion destinations for bigger guys, Jacamo has more than decade of experience democratising fashion in a size-inclusive way. But when they approached us in 2019, the market-place was changing. Jacamo’s USP was under threat, as other high street and online fashion players had begun launching plus-sized version of their main collections. And this competition was further fuelled by a perception issue. Previous brand campaigns had failed to resonate with younger consumers and the brand had lost its style credibility. 

Through research and extensive consumer interviews, we found that bigger guys don’t want to be defined by their weight. They have little desire to hear brands play their weight exceptionalism back to them. 

Unlike their female counterparts whose size was being embraced by the cultural body-positivity movement, the subject of a “plus-size man” was loaded and uncomfortable for Jacamo’s customers.