Plato's Closet has introduced a new back-to-school campaign featuring a simulator designed to help students build confidence in their first-day outfits. The initiative, titled "Find the Fit That Fits You," allows young shoppers to try on clothing and experience walking down a mock school hallway before the academic year begins.
The campaign seeks to reduce the anxiety teens often face regarding their appearance and the pressure to conform to trends. According to a Bank of America report, visits to thrift stores have seen a notable increase, rising by more than 25% since late 2022, indicating a growing interest in affordable and second-hand fashion.
Plato's Closet, which has over 500 locations across the U.S. and Canada, encourages students to visit their stores to explore and try on new clothing options for the fall season. Lisa Hake, chief marketing officer at Winmark, the parent company of Plato's Closet, stated that feeling confident in one's personal style is crucial for students as they prepare for the school year. She added that the brand offers an accessible avenue for teens to experiment with styles, discover their authentic selves, and enter the school year with a sense of empowerment.
The campaign features real teenagers, not actors, in a video that addresses students' concerns about fitting in. This multi-platform effort is being promoted across various media, including connected TV, online video, digital, and social channels, with contributions from creator Sophie Silva. "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," Hake said.
Participating students have expressed positive feedback. Eighteen-year-old Blake Hudson found the simulator helpful, stating, "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."
Moriah Montaque, a seventeen-year-old, shared her experience, noting a shift from hiding in hoodies to embracing her personal style. "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," she said. "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."
Plato's Closet aims to foster self-assurance among students by promoting the benefits of shopping for affordable, gently-used clothing at their nationwide thrift stores. The brand invites students to explore its new back-to-school campaign and locate their nearest store via https://platoscloset.com/findyourfit/.