MARKET

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

ARCHETYPE

TRUST

STYLISTIC POSITIONING

Strength

Statis

Truth in materials

Literalism

BRAND DRIVER

STRATEGY

Londres

Tokyo

New York

Moscou

STRATEGY

Stocking Larger range of

underwear Nightdress

THANKS