Welcome to the Latest Insights section of La Reina del Mercadeo, your go-to marketing studio in Bogotá. Here, we share our thoughts, updates, and trends in the marketing world that inspire our work.
At La Reina del Mercadeo, we believe in the power of clarity. Our approach to marketing is inspired by the art of shop-window displays, where every element is designed to capture attention and convey a message. We offer a range of services tailored to meet the unique needs of our clients, ensuring that each project reflects their vision and goals.
In addition to our services, we also showcase our portfolio, highlighting successful campaigns that demonstrate our commitment to creativity and effectiveness. Our workshops are designed to empower individuals and teams with the skills needed to excel in the ever-evolving marketing landscape.
Stay tuned for our latest posts, where we will delve into various topics, share case studies, and provide valuable insights that can help elevate your marketing strategies.
What Inclusive Swimwear Imagery Teaches Brands About Showing the Product Honestly
The title refers to a widely discussed moment when ASOS drew praise for featuring a dark-skinned, plus-size model to present a swimsuit, rather than relying only on the narrow range of body types fashion retail has traditionally used. The details of any single campaign matter less than the lesson behind the reaction: shoppers notice when a brand shows its product on people who look like them, and many respond warmly when it does.
Why representation works in product photography
Swimwear is one of the hardest categories to buy online. Fit, coverage and how a fabric sits on different bodies are exactly what a customer cannot test through a screen. When a retailer photographs the same garment on a range of skin tones and sizes, the image does practical work. It reduces guesswork, sets realistic expectations and can cut down on disappointment when the parcel arrives. Inclusion here is not only a values statement. It makes the product information more useful.
Leaving images unretouched
Part of what made campaigns like this stand out was the choice to keep natural details such as stretch marks visible instead of smoothing them away. Customers increasingly read heavy retouching as a signal that a brand is hiding something. Honest imagery builds trust, and trust carries over to the rest of the catalogue.
Applying the idea to a local brand
Smaller businesses in Bogotá or anywhere else can use the same principle without a global budget:
- Photograph real customers or a varied group of models, with clear permission for every use.
- Show the product in context, the way a well-arranged shop window shows how something is worn or used.
- Keep editing light so colour and fit stay accurate.
- Make sure the inclusion is real. If the size range or service does not match the imagery, audiences will notice quickly.
Representation that is only a gesture can backfire. It works when the product range, the sizing and the customer experience support what the pictures promise. If you are rethinking how your own catalogue or social content presents what you sell, our services and workshops cover visual merchandising and campaign clarity in practical detail.
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