Market Overview

Hope's Closet™ Teams with Outlook Marketing Services to Help Girls with Scoliosis Boost Self-Confidence and Treatment Compliance


Outlook Marketing Services, Inc. announced that it is donating its marketing communications and public relations services to support Hope's Closet™, a company focused on helping raise the self-esteem of adolescent and teenage girls, who are the highest group affected by idiopathic scoliosis (abnormal curvature of the spine). Hope's Closet launched its global business with a stylish clothing line designed for brace wearers. Its inaugural product, called “Hope's Embrace™,” is a chic tank top, worn under a scoliosis brace, to prevent skin irritation, wick moisture and improve comfort. Lack of compliance in wearing the brace due to discomfort or self-consciousness can lead to significant health problems and potentially invasive surgery in adulthood.

“We were so excited that Outlook shared the same passion to help these girls feel better about themselves, while also improving their treatment," said Dahlia Ronen, Hope's Closet co-founder, whose daughter (Hope, age 13), has scoliosis and was the inspiration behind the company. "The agency generously offered their marketing communications and PR expertise to help us tell the Hope's Closet story, raise awareness, and close the gap on a significant unmet market need.”

Having to wear a bulky back brace can have a devastating social and emotional impact during the fragile developmental years of a girl's life, causing her to feel isolated from her peers. Added to that, most undershirts worn beneath the device are made from inferior fabrics that easily tear from metal on the brace, trap perspiration and are just plain “unattractive” for fashion-conscious girls. The new Hope's Embrace™ tank top provides a stylish solution made from fabric that comes in a palette of fun colors, is breathable yet durable and offers UPF 50 protection.

Jeff Rappaport, CEO of Outlook, added, “Hope's Closet is so innovative in developing products that can minimize discomfort and enhance compliance in the support of scoliosis. As a company, we always look for opportunities to help organizations that give back to people in need. Our healthcare practice was thrilled to work on this project, helping girls with this condition around the world."

The top is available for order online through and is sampled through participating orthotists, who fit patients with the brace. According to the National Scoliosis Foundation, there are approximately one in 40 (seven million) people in the United States who are presently diagnosed with scoliosis. Each year, an estimated 30,000 children are fitted for a brace and more than 100,000 children and adults will have surgery.

About Outlook Marketing

Founded in 1995, Outlook Marketing Services, Inc. is a marketing communications and public relations agency with offices in Chicago and the northern suburbs. The firm's service offerings span marketing strategy and communications execution programs across industry practices such as healthcare, technology, supply chain and manufacturing. For more information, visit: or call 847-465-8700.

Outlook Marketing Services, Inc.
Erin O'Connor
Phone: 630.962.7535

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