Dive Brief:
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Off-price apparel retailer Marshalls sponsored a nationwide survey of 1,000 women 18 and older conducted by Wakefield Research to find out how many had ever held themselves back from opportunities because of a lack of confidence.
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75% said they had, indeed, shied away from an activity or opportunity.
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The retailer has enlisted celebrity stylist Elizabeth Stewart and body language expert Dr. Lillian Glass to provide confidence boosting tips to help women say yes more often “in fashion and in life.”
Dive Insight:
This campaign by Marshalls is both well meaning and self-serving. So far, the retailer is taking the approach that better quality, better fitting clothes (which can be found at its stores) are the answer to a lack of confidence. It’s a great idea, but here’s hoping that this campaign will eventually go a little deeper than that: Everyone could use some effective confidence coaching but many consumers may want a bit more than styling tips.