of women in the UK are
wearing the wrong sized bra85%
Is here to change it
Let‟s start the Bra-volution!
Love at first Cup
A business development proposal for
customized perfect fitting bras in the UK
Andrea González Doris Blah...
CONTENT
1. Introduction
2. Situation Analysis
o Choice of online lingerie sector
o Sector Analysis
o Competitive positioni...
INTRODUCTION
• Our idea: letting customers design their ideal bra in terms of comfort and style
• Online customization pro...
SITUATION ANALYSIS
CHOICE OF SECTOR
Theonline lingerie sector in the UK was chosen because it presents huge opportunities:
• Online purchasin...
SECTOR ANALYSIS
Strengths/Opportunities Weaknesses/Threats/Challeng
E-commerce
• Growing potential customer base. Forecast...
SECTOR ANALYSIS
Strengths/Opportunities Weaknesses/Threats/Challenges
Underwear
• Solid growth of 6% since 2006 (UK market...
COMPETITIVE POSITIONING
• Currently no lingerie label in the UK focusing on mass customization
- Niche market
- Offering a...
COMPETITIVE POSITIONING
High comfort
(individual fitting)
Low comfort
(standard sizes)
High customization (choice
of patte...
COMPETITIVE POSITIONING
Closestcompetition in
price/target
Target age 45+Target age 25+
Price (high)
Price (low)
THE BRAND “LOVE AT FIRST
CUP”
THE CONCEPT
Customizable bras and underwear to find the perfect fit
• The idea: Mass customization affordable lingerie onl...
HOW DOES IT WORK?
• It is an online shop and bras are only produced when ordered, which requires flexibility
and fast deli...
HOW DOES IT WORK?
Customization options: all changes will be reflected in the price and only the available
options for the...
HOW DOES IT WORK?
BEING RESPONSIBLE
Transparent Accountable Responsible
Informing customers about
production methods and
procedures on websi...
TARGET
Core target:
• 25-34's (predicted to grow by 10% between 2011 and 2016, Mintel 2012)
Wider target:
• Women all ages...
5 YEAR PLAN
LAUNCH
Goal:Generate Brand awareness and trial
Objectives: Establishing the brand positioning
25% of brand awareness withi...
SHORT TERM
Goals: Emotional attachment, build trust, establish customer relationships
Objectives: Brand awareness of 35%
U...
MEDIUM TERM
Goals: Customer engagement, increase customer expenditure + expansion to other EU
countries (Ireland, France, ...
LONG TERM
Goals: Go offline and build brand awareness in EU markets, increase customer
expenditure and retention
Objective...
TIMELINE
should say
"UK brand
awareness"
should say
"UK market
share
short-term social media is
not focusing on europe but...
ADVERTISING APPROACH
ADVERTISING APPROACH
• Investing in Brand Building – long term with advertising (70%) rather than Brand
Activation – short...
ADVERTISING APPROACH
PHASE 1:
• High investment to raise awareness. Online and offline heavy advertising
• Fashion, health...
KPI FRAMEWORK
KPI FRAMEWORK
KPI Measures Actions to be taken
Marketshare
The size of Love at first Cup in the UK
compared to the UK ling...
KPI FRAMEWORK
Corporate
KPI Measures Actions to be taken
ROI of
advertising
The effectiveness of a campaign and
comparison...
EXTERNAL RESOURCES
EXTERNAL RESOURCES
Corporate
In order to help implement the plan and strategy, we will need a number of external
resources...
HOW DO WE MANAGE EXTERNAL
RESOURCES?Corporate
Bank: business plan presentation, regular reporting of KPIs
Suppliers: Look ...
HOW DO WE MANAGE EXTERNAL
RESOURCES?Corporate
Customers: Encourage customers to engage on social media platforms, focus on...
REFERENCES
Corporate
Brown.T(2013) KPIs, Dashboards and Operational Metrics. Doing more with Less [Online]. Available at:
...
REFERENCES
Corporate
Stern, J. (2010). Social media metrics: How to measure and optimize your marketing
investments, Hobok...
APPENDICES
APPENDIX 1
Corporate
Marketshare
Company's Sales Revenue in Time Period X) / Market's
Total Sales Revenue in Time Period X...
APPENDIX 2
Corporate
Details on competitors - closest competitors to LafC:
Victoria‘s Secret
Well-known US lingerie brand ...
APPENDIX 2
Corporate
Competition - international lingerie brands
M&S
UK lingerie market leader. Offer measurements in shop...
APPENDIX 3
Corporate
Bra fitting criteria
All bras will be produced and fitted to the consumers according to the bra sizin...
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Love at first cup brand creation project

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A brand creation project part of the Future of Marketing and Agencies module (MSC International Marketing Communications)

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Love at first cup brand creation project

  1. 1. of women in the UK are wearing the wrong sized bra85%
  2. 2. Is here to change it Let‟s start the Bra-volution!
  3. 3. Love at first Cup A business development proposal for customized perfect fitting bras in the UK Andrea González Doris Blaha Eve Dansault Marion Ecard Stephanie Widmann
  4. 4. CONTENT 1. Introduction 2. Situation Analysis o Choice of online lingerie sector o Sector Analysis o Competitive positioning 3. The brand "Love at first Cup" o The concept o How it works o Being responsible o Target 4. 5 year plan o Launch o Short term o Medium term o Long term o Timeline 5. Advertising approach 6. KPI framework 7. External resources 8. Conclusion 9. References 10. Appendices
  5. 5. INTRODUCTION • Our idea: letting customers design their ideal bra in terms of comfort and style • Online customization provides superior customer value by producing goods and delivering services that meet individual customer needs • By involving consumers in the process, businesses are moving away from the “company knows best” model to “consumer knows best” • Consumers place a higher value on goods they create themselves (Windisman, 2012) • Generates increased customer engagement and interaction • Our mission: to provide a level of fit, quality and comfort that cannot be achieved from mass-production techniques • Wearing a bra that properly fits the body can absolutely change the way you look and feel
  6. 6. SITUATION ANALYSIS
  7. 7. CHOICE OF SECTOR Theonline lingerie sector in the UK was chosen because it presents huge opportunities: • Online purchasing of clothing and footwear has increased by 13 percentage between 2009 and 2011, making it the fastest growing category bought online (Mintel Fashion online, 2012) • Over the next four years, the underwear market will grow by 9% till 2016 (Mintel Underwear UK, 2012) • Emerging global trends: Globalisation 2.0, declining trust of customers, sustainability, technological convergence, cashless societies, growth ofe-commerce and customization (Smith, 2011) • Mass Customization: core strategy for successful enterprises (Walcher and Piller, 2012) • In our concept, three consumer needs are targeted: • to be part of the design process • Individuality • the perfect fit (Windisman, 2011)
  8. 8. SECTOR ANALYSIS Strengths/Opportunities Weaknesses/Threats/Challeng E-commerce • Growing potential customer base. Forecasted growth in the UK of 86% between 2011 and 2016, to reach almost 9,4£billion* • Number of 25-34s in the UK is predicted to grow by 10% between 2011 and 2016. This segment has great spending power and emerges as the most prolific online shoppers within the clothing category* • Over eight in ten (81%) web surfers have bought items online in the UK over the last 12 months* • 85% of Internet users think that shopping online helps in avoiding crowds in the shops and 74% think that browsing online reduces the time spent in stores* • Opportunity of providing augmented reality, “virtual fitting rooms", catwalk videos and social shopping • Opportunity of global expansion to increase our revenue potential while providing a great breadth of choice and relatively low prices • Loyalty and satisfaction of customers, thanks to responsive and relevant offers E-commerce • 61% of internet users think that differences in size make shopping online difficult (challenge)* • Delivery of less than 48 hours is a must • Trust is a key factor in online shopping as you cannot try on the clothes before purchase * MintelReport, 2012
  9. 9. SECTOR ANALYSIS Strengths/Opportunities Weaknesses/Threats/Challenges Underwear • Solid growth of 6% since 2006 (UK market value: 2,6 £billion)* • Strong mental connexion for women between the fact of wearing underwear and feeling good (basis for our marketing message)* • 85% of women wear the wrong bra size in the UK (White and Scurr, 2012) • 61% of women consider comfort more important than style* Mass customization • The current dynamism in mass customization is driven primarily by innovative startups • About 83% of firms are founded exclusively with the purpose of mass customization, while 17% run their mass customization business in addition to their standard business(Walcher and Piller, 2012) Underwear • US brands offering customizable underwearmight reach the UK market • In 2011, only 4% of underwear bought by women in the UK were bought through online retailers* Mass customization • The barrier to entry is low, copycats follow quickly • Patents or other forms of IP (Intellectual Property) donot provide much help * MintelReport, 2012
  10. 10. COMPETITIVE POSITIONING • Currently no lingerie label in the UK focusing on mass customization - Niche market - Offering an innovative product can help a business establish itself asa pacesetter within the industry • To compare our brand with existing lingerie labels, the competition was evaluated in terms of the customization level of UK lingerie brands, comfort level, target group and price in twopositioningmaps • No direct competition, but high indirect competition from well-established international lingerie brands • Need to focus on the customization aspect of the brand to provide a USP to our target market and promote our more detailed way of measuring sizes • Price range: £30 to £60, depending on the material and degree of customization1 1The price is an estimation based on competition analysisPrice setting advantages of the niche
  11. 11. COMPETITIVE POSITIONING High comfort (individual fitting) Low comfort (standard sizes) High customization (choice of patterns/colours/styles) Low customization (patterns/colours/styles given) Closestcompetitors in customization/comfort
  12. 12. COMPETITIVE POSITIONING Closestcompetition in price/target Target age 45+Target age 25+ Price (high) Price (low)
  13. 13. THE BRAND “LOVE AT FIRST CUP”
  14. 14. THE CONCEPT Customizable bras and underwear to find the perfect fit • The idea: Mass customization affordable lingerie online shop specialized in perfect fitting bras. Possibility to choose between a wide range of shapes, materials, colours and patterns to create your perfect bra that will be adapted to your measures to ensure an ideal fit • Vision: nearly 85% of women in the UK wear a bra that is not the right size (White & Scurr, 2012). The conventional measuring technique does not provide a perfect fit. We think that every woman should feel comfortable in her underwear without compromising style. Everyone deserves to be happy with their bra! • Mission: To deliver perfect fitting bras using professional measurements and customizable to suit all different styles. Intrinsic brand: doing the best for women • Our identity: young, fun, fearless, stylish, helpful, friendly, affordable • Ourvalues:
  15. 15. HOW DOES IT WORK? • It is an online shop and bras are only produced when ordered, which requires flexibility and fast delivery but eliminates inventory costs • Emphasis on the fitting: all bras adapted to the customers‟ measurements. Special section on the website dedicated to the „perfect fit‟ and how to measure yourself. Create a digital profile and submit asimple form with your measurements before processing the order* • Four lines to satisfy different needs andstyles: • Basic: Everyday wear • Fashion: more patterns and colours • Sexy: lingerie for special moments with luxurious fabrics • Sport: stylish sports bras that provide the best comfort • Matching panties and accessories *Bra fitting using professional criteria as recommended by a study on bra sizing by Portsmouth University. See Appendix 3
  16. 16. HOW DOES IT WORK? Customization options: all changes will be reflected in the price and only the available options for the selected line/style will show. £30 – £60 range 1. Choose the line: Basic, Fashion, Sexy or Sport 2. Choose your shape: select a shape and choose padding and underwire options 1. Choose your material: different for the different lines, possibility to combine more than one fabric 2. Choose your colour or print 3. Add some glitz: customizable details such as fantasy straps, ribbons or sequins
  17. 17. HOW DOES IT WORK?
  18. 18. BEING RESPONSIBLE Transparent Accountable Responsible Informing customers about production methods and procedures on website (video) Conduct market studies -- >facts Intrinsic Brand: -Focus on women's well-being -Meet individual customer needs -Propose affordable prices Being present on social media, consumer involvement, satisfied consumers become brand ambassadors - C2C recommendations No outsourcing in developing countries for production -> Creation of employment in UK Respect the employees: fair remunerations and working conditions Conduct a satisfaction survey (comfort and quality of the product) and display results on our website Reporting of business KPIs and advertising measurements Partnership with breast cancer research Obtain official and known eco- labelsfor our organic products Professional marketing and advertising (according to guidelines): use 'real women' as models Sustainability: -No waste of energy with just- in-time delivery, no stock, no warehouse -Organic cotton line
  19. 19. TARGET Core target: • 25-34's (predicted to grow by 10% between 2011 and 2016, Mintel 2012) Wider target: • Women all ages living in the UK • Britain is the biggest online shopping nation in the developed world, with almost two-thirds of adults using the internet to buy goods or services (Hall, 2012) • 56% of all online shoppers are female (Buysight, 2010) • The average age of online shoppers is 42 (Buysight, 2010) Characteristics of target market: • Students as well as working women • Women who are buying lingerie for themselves • Interested in online shopping • Looking for something unique and special, but affordable
  20. 20. 5 YEAR PLAN
  21. 21. LAUNCH Goal:Generate Brand awareness and trial Objectives: Establishing the brand positioning 25% of brand awareness within the target after year one 0.3 % market share in the UK lingerie market (online and offline)2 How: Launch of the brand and online store Heavy online and offline promotion High advertising investment Good warrantee (responsible marketing): Free return if products don't fit 1 This 5 year plan is based on assumptions and on statistics (Keynote Lingerie, 2013) 2 Competitors such as Triumph have a market share of 1.5% while the number 1 player, M&S has 27% market share in the UK lingerie sector
  22. 22. SHORT TERM Goals: Emotional attachment, build trust, establish customer relationships Objectives: Brand awareness of 35% UK lingerie market share of 0.5% Customer retention Be known for our USP: the best fitting bras How:New offerings (patterns, fabrics) to keep customers interested Loyalty scheme or "Tell a friend" bonus to build relationships with customers and get positive WOM Build community on social media + Youtube Channel showing videos of production (transparency) Partnership with Cancer Research: donate 1€ for every bra sold Market research for market expansion + translation of website
  23. 23. MEDIUM TERM Goals: Customer engagement, increase customer expenditure + expansion to other EU countries (Ireland, France, Germany, etc.) Objectives: UK brand awareness of 50% Build brand awareness in foreign markets UK market share (lingerie + swimwear) of 1% Expand our target to younger consumers How: Expand patterns and cuts Expand into swimwear Expand the loyalty benefits: offer birthday gifts, etc. "Your first bra" campaign: attract teenage consumers Digital shopping app (M-commerce) Delivery in other European countries (Ireland, France, Germany): Brand awareness in foreign markets through social media campaigns,customer engagement and E-WOM
  24. 24. LONG TERM Goals: Go offline and build brand awareness in EU markets, increase customer expenditure and retention Objectives: Brand awareness in the UK of 65% UK market share of 3% Brand awareness in foreign markets of 30% How: Flagship Store in London to show transparency: How does our brand work? Possibility to feel the materials and order online from the store; experiential marketing Offer shapewear and lingerie accessories (stockings, corsets…) -->Product line extensions
  25. 25. TIMELINE should say "UK brand awareness" should say "UK market share short-term social media is not focusing on europe but UK
  26. 26. ADVERTISING APPROACH
  27. 27. ADVERTISING APPROACH • Investing in Brand Building – long term with advertising (70%) rather than Brand Activation – short term with promotions (30%) • Focus on brand attachment and customer engagement. Promotions only used in the context of CRM • Stable investment strategy - Pulsing advertising schedule (Shimp, 2007): some advertising is used in every period of the campaign, but the investment is higher in the peak periods when more advertising is required (new launches or when entering new markets) • 10%innovation intensity: 10% of marketing budget invested in innovative techniques 0 1 2 3 4 5 6 PHASE 1: High investment in advertising during launch PHASE 2: Lower investment after the launch to maintain brand awareness PHASE 3: Increase in investment to promote the new swimwear line and enter new markets PHASE 4: Increase in investment to promote the new shapewearline and flagship store opening
  28. 28. ADVERTISING APPROACH PHASE 1: • High investment to raise awareness. Online and offline heavy advertising • Fashion, health and lifestyle women's magazines • Google adwords, Facebook advertising, etc. • PR: commission a study about bra fitting in the UK + press releases & blogger relations • Social Media: videos about fittings, sharing of creations (C2C) • Guerrilla Marketing: actions on the street to create buzz PHASE 2: • Lower investment after launch period • Concentrated online: social media, SEO, SEM and CRM PHASE 3: • Higher investment to enter new markets – online advertising + magazines + social media • Higher investment in online advertising when launching the swimwear line: guerrilla marketing to create buzz, magazines, social media and other online advertising PHASE 4: • Combination of online and offline advertising to promote the flagship store opening • Guerrilla marketing and online teaser campaign
  29. 29. KPI FRAMEWORK
  30. 30. KPI FRAMEWORK KPI Measures Actions to be taken Marketshare The size of Love at first Cup in the UK compared to the UK lingerie market and ourcompetitors If the market share does not reach the objectives=>find out the problems and activate the right leverage (PR, advertising, launch of new products, pricing etc.) Gross margin % The difference between the selling price and cost of goods sold. A minimum of 50% of gross margin on each product is set A continuous calculation of the cost is essential, particularly before the launch of new range, offerings etc. # new customers The number of new customers: Increasing new customers on a steady basis will be one of our main objectives In order to achieve a certain number of new customers, a demographic analysis of prospective customers to create a strategic marketing plancan be conducted # existing customers The revenue generated by segments and profitability by customer segments Check client turnover and distinguish between voluntary (unsatisfied, high prices) and involuntary reasons (relocation, death…) Customer retention rate Customer retention. Objective: retain every 3rd customer, in later years every 2nd customer Loyalty scheme, birthday gifts, targeted newsletter and social media involvement to keep customers CorporateCustomers
  31. 31. KPI FRAMEWORK Corporate KPI Measures Actions to be taken ROI of advertising The effectiveness of a campaign and comparison of different campaigns in terms of generated revenues An analysis to determine which type of campaign for which type of event ( store opening, new range ...) and for which segment is needed Level of awareness The level of awareness of Love at first Cup before and after a PR or an advertising campaign Create and build on WOM and eWOM without losing the uniqueness attribute of the brand Incremental Sales The contribution of marketing efforts on sales Communicate the figures to investors and insights to continue improving the results Engagement Score The social media buzz of our brand (E- WOM) based on social media interactions such as Facebook likes, shares, Twitter followers, tweets etc. Develop highly engaging content that will encourage the audience to engage (complete a survey, subscribe to the newsletter, likes on the facebook fan page…) Traffic Sources Traffic coming from websites, blogs, google keywords and social media Improve the SEO thanks to a daily monitoring, get in touch with the best traffic generators especially bloggers to reward them and establish long term relationships Endaction rate How well the landing page is at getting visitors to perform a desired action. A minimum of 20% is set for the conversion rates Follow closely during adwords/banner campaigns with a specific landing page. Allow adjustments during the campaign Advertising&PRE-commerce
  32. 32. EXTERNAL RESOURCES
  33. 33. EXTERNAL RESOURCES Corporate In order to help implement the plan and strategy, we will need a number of external resources and stakeholders to manage • Stakeholders: • Bank (loan for capital) • Suppliers (lace, cotton, hooks, underwires, threads, packaging etc.) • Distributor (will be outsourced, 24hr delivery is a must) • Employees: sewers, designers, website designer/social media marketing, accountant... • Online payment services (credit cards, paypal) • Customers • Marketing: • Relations with magazines/bloggers/PR journalists • Advertising agency • Digital web agency Other resources needed: • Real estate (headquarter and factory), • Equipment (sewing machines), furniture & fittings
  34. 34. HOW DO WE MANAGE EXTERNAL RESOURCES?Corporate Bank: business plan presentation, regular reporting of KPIs Suppliers: Look for suppliers with similar values/missions, present our business idea to them by demonstrating how we produce and convince them about the in-time-delivery by focusing on the sustainability aspect Distributor: select distributors based on price and reliability, offer fair price conditions and contracts Online payment services: select based on price and reliability, offer fair conditions and contracts Employees: Pay fair wages/working hours; give employees discount on bras; encourage positive relationship with the company by company events and trainings. For sewers we will have a specific arrangement with permanent and temporary contracts according to the needs of production.
  35. 35. HOW DO WE MANAGE EXTERNAL RESOURCES?Corporate Customers: Encourage customers to engage on social media platforms, focus on positive E-WOM, positive crisis management. Marketing: Magazines/bloggers/PR journalists: Short-term/launch: contact lifestyle magazines & fashion bloggers invite representatives of magazines, journalists and bloggers to observe the production and let them try a customized bra. Give them one for free in exchange for press coverage. Long-term: Develop positive long-term relationships with the media - this is very important for positive media coverage. Advertising agency/Digital web agency: selected after pitch competition, 3 years contract. We will be a professional client, respect the agency's contribution, be honest and act as partners.
  36. 36. REFERENCES Corporate Brown.T(2013) KPIs, Dashboards and Operational Metrics. Doing more with Less [Online]. Available at: http://www.klipfolio.com/resources/kpi-dashboard-operational-metrics-top-10-guidelines Buysight (2010) Who's Shopping Online? [Online]. Available at: http://www.buysight.com/blog/2010/04/23/whos- shopping-online/ (Accessed: 29 April 2013). Hall (2012) Britons are biggest online shoppers in developed world [Online]. Available at: http://www.telegraph.co.uk/news/uknews/9054400/Britons-are-biggest-online-shoppers-in-developed-world.html (Accessed: 29 April 2013). Key Note (2013) Lingerie Market Report 2013 [Online] Available at: http://www.keynote.co.uk/market- intelligence/view/product/10771/lingerie/chapter/1/executive_summary (Accessed on: 29 April 2013). Lenskold.J ( 2003). Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability, McGraw-Hill Professional Mintel. (2012). Underwear - UK - February 2012 [Online]. Available at: http://0- academic.mintel.com.emu.londonmet.ac.uk/display/612445/?highlight=ture#hit1. Last accessed 01.05.2013. Mintel. (2012). Fashion Online - UK - March 2012 [Online]. Available at: http://0- academic.mintel.com.emu.londonmet.ac.uk/display/590053/?highlight=true. Last accessed 01.05.2013.
  37. 37. REFERENCES Corporate Stern, J. (2010). Social media metrics: How to measure and optimize your marketing investments, Hoboken, NJ: John Wiley & Sons, Inc. Shimp, T. A. (2007). Advertising, promotion, and other aspects of integrated marketing communications. South- Western Pub Smith, David (2011) The Futures Report [Online] Available at: http://www.thegff.com/Groups/175830/Global_Futures_and/Reports/The_Future_report/The_Future_report.aspx. (Accessed on: 30 April 2013) White, Jenny and Scurr, Joanna (2012) Evaluation of professional bra fitting criteria for bra selection and fitting in the UK. Ergonomics, 55 (6). pp. 704-711. Walcher.D and Piller.F (2012) The Customization 500 [Online]. Available at: http://mass- customization.blogs.com/files/previewmc500.pdf. Last accessed 01.05.2013 Windisman (2012) How Clothing Brands Are Getting Personal [Online]. Available at: http://sparksheet.com/clothing- brands-get-personal/ (Accessed: 29 April 2013).
  38. 38. APPENDICES
  39. 39. APPENDIX 1 Corporate Marketshare Company's Sales Revenue in Time Period X) / Market's Total Sales Revenue in Time Period X Gross margin % (Revenue-COGS)/Revenue # new customers Number of new customers acquired # existing customers Revenue generated by segments of the customer population Customer retention rate Customer retention rate – (total number of customers – new acquisitions) / total number of customers in the previous period ROI of advertising Value of sales/spending on campaign Level of awareness People who recognize the product ÷ total people gathered Incremental Sales Revenue generated by marketing initiatives - Baseline sales # social interactions Engagement Score # of valuable social interaction (likes, tweets, retweets…) summarized over X period -------- # of leads generated /# of contacts made Traffic Sources # of visitors for each source End action rate # of users that start activity / # of users that complete activity
  40. 40. APPENDIX 2 Corporate Details on competitors - closest competitors to LafC: Victoria‘s Secret Well-known US lingerie brand with currently 2 stores in the UK and 3 more to open soon. No individualised products (shop by style, padding level, collections). Provide advice on how to measure and how to find the perfect bra. Prices £40 upwards, target age: 25+. http://www.victoriassecret.com/bras/about-our-bras Gilda&Pearl Offer handmade collections of lingerie with the possibility to customize them (colour, material and extras like bows) by contacting the company. They offer handmade individual measurements as well, but only for bras without underwire (but working on providing this service in the future). Prices range from £50 upwards for collections; price on request for individualized products. Target: UK market, affluent women, aged 30+. http://www.gildapearl.co.uk/bespoke.php Rigby&Peller UK lingerie stylists offering collections but also a made-to-measure service. Personal appointments are necessary, individual measurements, customer can decide on material, colour, shape etc. Hand-made, high quality lingerie with prices based upon request. Prices of collections £40 upwards, average £80, target: affluent women, quality conscious, aged 30+. http://www.rigbyandpeller.co.uk/bespoke-lingerie/sc3432.aspx Figleaves Online UK lingerie brand without brick-and-mortar outlet. Offering a wide range of products, targeted at young people, aged 25+; prices £20 up. Focus also on lifestyle and provide video advice on how to find the perfect bra. http://www.figleaves.com/uk/
  41. 41. APPENDIX 2 Corporate Competition - international lingerie brands M&S UK lingerie market leader. Offer measurements in shops and a fitting and style guide, but do not provide customization concerning size or style. Well-known retailer, many outlets plus an online store. Affordable prices (£15 upwards), target age 35+. http://www.marksandspencer.com/Bras-Lingerie-Underwear-Womens/b/43246030 Triumph Offer a wide range of products in different colours, but no customization regarding size and material. Prices £30 up, target age: 30+. Well-known lingerie brand with an online store and several stores in the UK. Offer an online measurement tool. http://www.triumph.com/uk/ Maidenform Offer in-between sizes, but no individual measurements. Affordable prices (£25 upwards). Ireland-based but also operating in the UK. Target: mainly women aged 30+. http://www.maidenform.co.uk/brand/speciality/ Competitors–taylor-made lingerie in the UK Fitelle Offer totally individualized lingerie: They measure your size individually (by visiting their shop or coming to your home), design individual patterns and offer individual choice of material and extras. Price on request, once you give your measurements, it is 50% off future purchases. Target: UK market, affluent women, aged 45+. http://fitelle.com/contact_fitelle.html Optifit Offer customized bras for women with back problems. Very specialised, but not our target market. Price on request, target age: 45+ http://www.optifitbra.com/store/
  42. 42. APPENDIX 3 Corporate Bra fitting criteria All bras will be produced and fitted to the consumers according to the bra sizing study by Portsmouth University which recommends professional fitting criteria instead of the traditional method used by mainstream lingerie companies (White & Scurr, 2012). Criteria: • Band -Too tight: flesh bulging over top of band; subjective discomfort „feels too tight;‟ too loose: band lifts when arms are moved above head, posterior band not level with inframammary fold • Cup – Too big: wrinkles in cup fabric; too small: breast tissue bulging above, below or at the sides • Underwire – Incorrect shape: underwire sitting on breast tissue laterally (under armpit) or anterior midline; subjective complaint of discomfort; • Straps – Too tight: digging in; subjective complaint of discomfort; carrying too much of the weight of the breasts; too loose: sliding down off shoulder with no ability to adjust the length • Front band – Not in contact with the sternum • Rating of bra fit – Pass: no errors or if hooks or straps can be adjusted to allow correct fit; fail: any other ticks

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