Heist tights: Disrupting the underwear market

Marketing underwear takes on an entirely different shape as Heist marries product innovation with startling advertising.

It would be hard to miss Heist’s advertisements if in London. The ads are completely different from the usual underwear ads in vogue.

The brand’s latest campaign, created by RAPP UK, is once again looking to disrupt the underwear business - this time gender norms. Running across social and out-of-home, it shows fruit inside the brand’s tights alongside various taglines. One example is a banana with the tagline ‘For whatever gender’.

‘Subverting norms’ is what Heist’s idea is. In 2015, the London-based company was launched in an attempt to disrupt the current underwear industry and turn tights from “a necessary evil into something you’d be truly excited to wear”. Things have gone well up until now. Heist has being growing sales at a monthly rate of 25 per cent and the company is shipping a pair of tights every 15 seconds.

There is more to come from Heist this year. It has more products in the pipeline including shape-wear. Ultimately, Heist sees itself as revolutionising how people think about underwear.

Source : https://www.marketingweek.com/2018/01/26/heist-tights-premium-brand-disrupt-underwear/