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Women’s sportswear brand Sweaty Betty plans to use crowdsourcing to influence product development as it embarks on a project to build on its community of advocates.

As part of the advocacy programme, which will be run by social communications agency 1000heads, the brand will be talking to relevant fashion, lifestyle and fitness bloggers, as well as using experiential, direct outreach and social media conversations to develop and interact with the community.

Aimee Taylor, Sweaty Betty online PR and social media manager, told new media age, “We’ve always taken an enormous amount of inspiration from our customers.

“We hope that by strengthening our community online we’ll be able to take this to the next level, interacting even more deeply and authentically with them and really understanding how they feel about their active lifestyles…We very much hope that in the long-run, crowd-sourcing could feed into anything from new product development and beyond.”

In addition to promoting its key message of “empowering women through fitness”, which it has always used its community to deliver, the advocacy programme is also designed to boost sales.

Taylor added, “By engaging further with our advocates online, listening to exactly what they want in terms of product and using that valuable insight internally, we should be able to deliver more of what our customers want and therefore leverage sales.”

Meanwhile, Sweaty Betty has joined forces with skincare brand Cowshed to launch a product range ahead of Christmas, which includes body lotion and shower gels called Fit Cow and Bendy Cow (pictured above).

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Published 22 November, 2012 by NMA Staff

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