Simply Me Launch

Background

Handmade crochet and knit fashion comes with the benefit of being able to personalize your garment to fit yourself personally. However, in the fibre arts world, personalization and inclusivity can be a challenge–not every pattern comes with instructions for customizing length, size, and fit options.

The Caron brand is colourful and fashion-forward. Simply Me is a new luxurious wool-blend yarn with wearable colours and a message: fashion is for every body. The yarn launched in fall 2024 with a lookbook of patterns that came with several fit and personalization options.

The left is a cropped preview of the lookbook mockup. You can view the complete page here.

Art Director: Liz Balmaseda

The product launched with four weeks of emails:

A teaser
An email detailing the features of the yarn
An email focused on the shades of the yarn–each garment pattern comes with an example in a wearable bright and a neutral shade.
An email about the variety of patterns available to make or be inspired by.

The campaign also came with an extensive social media campaign, featuring videos of the garments being worn on different people, in a variety of occasions from casual to formal. Between the videos, our audience could imagine themselves in the yarn and be inspired to stitch their perfect garment.

We also shot a video with our brand manager (right thumbnail) about her personal history with knit and crochet and how she used her experiences to develop the product.

Grey Vest - Social.mp4

Next Steps

Simply Me launched successfully, and three line extensions were ordered. The product was well-received, with comments from the community sharing their own stories of personalization and noting the positive message. The social videos were also well-loved by our audience for inspiration on how to use and wear the yarn, and we are filming more for the line extensions.

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