'This is Ann' Highlights the Struggles Women Have Faced
Riley von Niessen — March 22, 2017 — Marketing
'This is Ann' is the title of a new campaign that was promoted by American retailer Ann Taylor in time for National Women's History Month.
The vintage-style black and white commercial shows how strong women in the past have worked towards gender equality, while also speaking to the current lack of recognition and respect that's granted to women in professional and political spheres. This Is Ann travels back 60 years in time, to show how far women have come, as well as far there is to go. The company explained the campaign by saying "This Is Ann is a moment to reflect on the women who inspire us and the real lives they lead, honoring the generations of women who came before us, and the women who stand beside us.”
In addition to promoting an empowering message, the campaign speaks to the 'HERlead Fellowship,' a mentorship initiative that aims to inspire more women to take on leadership roles.
The vintage-style black and white commercial shows how strong women in the past have worked towards gender equality, while also speaking to the current lack of recognition and respect that's granted to women in professional and political spheres. This Is Ann travels back 60 years in time, to show how far women have come, as well as far there is to go. The company explained the campaign by saying "This Is Ann is a moment to reflect on the women who inspire us and the real lives they lead, honoring the generations of women who came before us, and the women who stand beside us.”
In addition to promoting an empowering message, the campaign speaks to the 'HERlead Fellowship,' a mentorship initiative that aims to inspire more women to take on leadership roles.
Trend Themes
1. Historical Female Empowerment - Opportunity for brands to highlight the struggles of women throughout history and inspire gender equality.
2. Lack of Recognition and Respect - Opportunity to address the current lack of recognition and respect for women in professional and political spheres and advocate for change.
3. Mentorship for Women in Leadership - Opportunity to create mentorship programs that inspire and empower women to take on leadership roles.
Industry Implications
1. Retail - Opportunity for retailers to promote empowering messages and support initiatives that empower women.
2. Fashion - Opportunity for fashion brands to highlight historical female empowerment campaigns and promote gender equality through their products.
3. Non-profit - Opportunity for non-profit organizations to develop mentorship initiatives that inspire and support women in leadership positions.
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