So for my Summative Brief I have been given, I was set the brand Sweaty Betty. I absolutely love them as a brand and what they stand for. Their main message behind their brand is to promote strong, powerful and confident women! A message I can definitely get behind.
Sweaty Betty is a women’s sportswear brand that was founded in 1998 by Tamara Hill-Norton and they have been making an impact on the activewear market ever since. Tamara found a gap in the market for womenswear, everything that was on offer was ‘dark and uninspiring’, and so Sweaty Betty was born, a brand that would be colourful and designed to make women feel beautiful.
Sweaty Betty has seen a lot of success and hit a lot of milestones over the last 20 years. From starting with 1 store in Notting Hill and being named ‘One to Watch’ by The Evening Standard in 1998, to opening its 60th store in Aspen, Colorado in 2017 and just recently celebrating their 20th anniversary.
On their website, there is also a ‘Women Rule’ link, which takes you to a section called #iamasweatybetty. Here are a few women who are in their most recent campaigns. They show diversity within the brand and are helping to grow the brand’s community.
It has been really interesting looking at all the ins and outs of a company, what makes it tick, how it got started, and how it has gotten to where it is today. I feel Sweaty Betty will continue to make big moves in the market and are only getting better and better.