Style plays a major role in how women feel - affecting their emotions, confidence and even their performance each day.
One of the most telling findings of the 'Burlington's Impact of Style Survey' is that 89% of respondents said if they feel good about the clothes they are wearing, it positively impacts the way they perform.
Some 85% state that, when deciding what to wear each day, how they feel in the outfit is more important than how others perceive them. The survey also found that clothing can strongly convey confidence. Of those surveyed, 69% say feeling stylish in their outfit makes them feel "confident they can take on anything."
Given these findings, Burlington was inspired to establish Style Is Everything, the retailer's new advertising campaign. The campaign reflects that style goes beyond great looks; it can boost confidence, and alter day-to-day behavior.
"Burlington has been and continues to be synonymous with great value. Consumers know that when they walk into one of our stores, they'll walk out with the same brand name merchandise for a lot less than they would have paid at a department store," said Bart Sichel, EVP and Chief Marketing Officer at Burlington.
"What customers, however, may not realize, and what 'Style is Everything' set out to reveal, is that customers are actually walking out with something even more powerful – the means to actually change the way they feel and carry out their day, as well as the way they are perceived."
The new campaign redefines what style means through the eyes of the customer, and will engage with them across all marketing and advertising touch points, including, television, radio, direct mail, email, website, social media, and in store.
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