Brand strategy analysis using B-rollfrom @bimmawilliams

Transcript

Old Navy is cosigning Cardi B's BBL and thick thigh, slim thick, and small waist big cakes bad. The entire jean industry has been ignoring these women for forty years. The size on the label might tell you the waist and the length, but it simply cannot tell you whether those jeans will fit your waist, hips, and thighs at the same damn time. So called great jeans were built on one shape, skinny, flat, and no hips, which is fine if your body matched the chart. But curve figures never fit that shape. So natural or a little enhanced, that gap's getting more common. Now Miami does more BBLs than Brazil, the country that the surgery is named after. And at the same time, Ozipic use has nearly quadrupled in two years. Bodies are shifting in the opposite direction, and denim is still stuck on one silhouette. So who is making jeans for these different bodies? Old Navy said, oh, that's my type. Their curvy line has already solved problem one. The hips fit, but the waist doesn't. AKA, everybody's seeing your granny panties. So they got smart and built a waistband that actually closes that gap. And now it's going further with the arc, which is a jean that was made with more room through the hips and the legs. So the point being best, stop pretending that one shape fits everybody. And now you might say, Cardi b is perfect for this. She is the walking argument for the whole campaign. Natural curves, enhanced curves, hell, it doesn't really matter. The jeans are supposed to catch up to you, not the other way around.