Sweaty Betty
Founded in London in 1998, Sweaty Betty’s vision is to empower women through fitness by filling a gap in the market for premium active wear designed for women by women. The brand had been acquired by the Wolverine Group in 2023 and was looking to expand beyond it’s UK retail base into International and wholesale markets.
The brief
Sweaty Betty was highly retail led taking it’s direction from the sales performance of classic items with their existing consumer base and repeating the same formula each season. Our aim was to open up the brand to new and innovative product that brought it’s purpose driven message to life, and to introduce a more directional and brand driven approach for the ranges. Over the course of the 18 months, we wrote an entirely new creative direction for the brand. Starting with consumer and macro trends in health and wellness, and working closely with the brand team, we focused on the idea of the outdoor gym and all it’s holistic mental and physical health benefits, as an overarching concept for the brand.
Purposeful direction
We researched intensively into macro trends relevant for the Sweaty Betty’s consumer cohort and followed where she led us. Authenticity and community were the 2 of the most important attributes and running, studio, adventure and travel were the most important parts of her active lifestyle.
Re-setting the range
We worked with the product team to change the build of the ranges from an item led focus on pieces like the Power legging towards the idea of full outfits. We created consumer facing, product pillars focused on end use for the team to plan and design into. We evened out the balance of performance and lifestyle product to reflect a more modern, blended approach in keeping with how women dress now.
Story Telling
We created monthly concepts to flow through the seasons aligning colour, print and fabrications to the direction, shifting the narrative for the brand to flow across the product ranges and brand marketing, bringing consumer connection and story telling to the fore.
Rachel is a pleasure to work with - as well as being a creative genius!
Her ability to build brand led concepts with the consumer at the heart - is a great talent, and one that always delivers results. She did a fantastic job of bringing this to life with the Sweaty Betty team.
Her extensive research and commercial acumen combine to bring an end in mind vision that engages her team, inspires the consumer and delivers for the brand. Her leadership and creative direction was hugely appreciated.
A value add leader, partner and creative mind.
Helen Harding
Chief Product Officer; Sweaty Betty
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