Published on March 5, 2014
SEGMENTATION Physiological Needs: Clothes Clothes: Underwears Underwears for Women Luxury Underwears for Women
TARGET • • • • Hyperactive women, confident & attractive High incomes Between 20-40yo Looking for high-end product & security
BRAND DNA • Golden Era: 1920’s
BRAND DNA • Personality:
BRAND DNA • Iconic product:
BRAND DNA • Vision Becoming the 1ST MUST-HAVE underwear for each women, all around the world
BRAND DNA • Values:
BRAND DNA • Positioning
4P Product: High quality, underwear Place: Own stores-Showroom Promotion: Word of mouth, showroom, point of sale, event Price: £200/250
STYLISTIC POSITIONING Strength Statis Truth in materials Literalism
STRATEGY Londres Tokyo New York Moscou
STRATEGY Stocking Larger range of underwear Nightdress
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