For Consumers, Skinnygirl's Appeal Is About More Than Thinking Thin

The brand stands for 'swagger'

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The name Skinnygirl makes perfect sense for sparkling water, fat-free salad dressing, zero-calorie mints and no-carb tangerine-flavored vodka. Does the same hold true for camisoles and jeans, when the average woman in the U.S. is a size 16?

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This story first appeared in the Feb. 4, 2019, issue of Adweek magazine. Click here to subscribe.