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Add The New York Post on Google Imagine giving your first-day-of-school look a trial run before hitting the halls.
Plato’s Closet came up with the genius concept of building a back-to-school simulator where instead of just shopping, kids can pretend as if they’re strutting down the school hallway. The idea is to instill in them a sense of confidence and allow them to see how their outfit makes them feel ahead of the big day.
Through the “Find the Fit That Fits You” campaign, Plato’s Closet seeks to eliminate the pressure teens feel to dress to impress their fellow classmates.
According to a recent Bank of America report, visits to thrift stores have increased more than 25% since late 2022. Students are invited to visit one of the company’s 500+ locations across the U.S. and Canada to try on new clothing for fall.
“Back to school is a time when teens are thinking about how they want to show up, and feeling confident in their own style is a big part of that,” said Lisa Hake, chief marketing officer at Winmark, parent company of Plato’s Closet. “Plato’s Closet gives them an affordable way to experiment with trends, discover what feels like them and feel empowered walking into the new school year.”
The brand enlisted real teens, not actors, to launch a back-to-school video capturing students’ worries about fitting in. The multi-platform campaign is amplified across CTV, OLV, digital and social, coupled with content from creator Sophie Silva.
Eighteen-year-old senior Blake Hudson was thrilled by the results of the back-to-school simulator: “I love my outfit. It completely fits my vibe and makes me feel confident in myself. The simulator was surprising to enter, but I walked out feeling secure in my first day back-to-school outfit. Good thing Plato’s has a variety of styles, they had exactly what I wanted for my new look.”
Plato's Closet Seventeen-year-old Moriah Montaque agreed: “I used to just hide in tees and hoodies because I didn’t want to stand out, but for my senior year, I’m done with that. I’m finally done dressing like everyone else on my feed — I just want to feel authentically me, and turn heads on the first day.”
She added, “Freshman-year Moriah never would’ve had the guts to wear an outfit like this, but for me, senior year is all about being loud, bold and completely myself. If I can show the younger students they don’t have to blend in to be comfortable, maybe they’ll have the confidence to do the same.”
Plato’s Closet is determined to give students newfound confidence by encouraging them to shop affordable, gently-used looks in their thrift stores nationwide.
Check out their exciting new back-to-school campaign and find your local store by visiting https://platoscloset.com/findyourfit/.
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