2. Lacies Background and Mission
Statement
Being a female dominated group one problem we discussed was how difficult it
was to find bra sizes that fit right. Especially for larger busts. We decided to
focus on providing a product for women with larger busts that will satisfy their
needs to find cute, fashionable bras that are easily accessed. The innovation
with our website was inspired by multiple up and coming website distributors
including Warby Parker’s glasses website. Lacies aims to provide a unique
shopping experience while also providing access to bras that will fit women of
more ‘unique’ sizes.
Mission Statement: Lacies mission is to provide quality, fashionable bras for
women of unique sizes. Lacies aims to make these women feel beautiful and
comfortable and allow them to experience online shopping like never before.
3. The Company: Lacies
• Online lingerie company
• Bras for women with larger busts
• Carry bras with larger cup and band sizes
o not always available in stores such as Victorias Secret, Sonoma, etc
• Customizable option for sizes we do not carry stock for
• Used reviews from similar websites (True&Co.)
• 5 day “try-on” period
o Order 3, and receive 5 (we pick 2 for you)
o At home experience
o 30 day return on the bras you decide to keep
4. Target Market
• Women with larger busts
o who enjoy convenience of online
shopping
• There currently is limited availability
for larger cup sizes
o Inconvenient to find at
department stores and online
• Biggest problem is not wearing or
finding right bra size
• Average cup size in America is a D!
5. Why Target Market Will Buy
• Easier to shop from home
• Convenience
• Private experience, no pressure
• Better fit
• More sizes
• Cute designs
• Large sizes have limited availability at stores and online
• Large Market but few competitors, Lacies will be unique!
6. Lacies Bra
• Bras ranging from 32D-44G in
stock
• Different designs, patters, styles
o Multiway bras
o Push-up bras
o Workout bras, etc.
• Customizable option for women
who need larger cups or bands
that we don’t carry in stock
7. Bra Pricing
• Bra’s price ranging from $50-$65 for available sizes
o Custom bras priced at $100+
• Used prices based off of similar markets such as
Victoria Secret, Sonoma
• If cost to make bras was $20-$25 the contribution
margin would be about 60%-62%
8. Where Will Lacies be sold?
● Lacie’s bras will ONLY be sold and distributed on our
exclusive online website
● This channel is cost efficient
○ don’t have to go through owning multiple stores or
locations
○ can focus more on our product quality and online
experience
● Using technology as means of shopping is becoming
more popular ie: Amazon
9. The Lacies Experience
• First, take quiz asking about bra preferences or current problems with bras
o Each customer will input exact measurements
• If you need help there is a 24/7 online chat
• Customers receive a custom box of bras: YOU choose three bras to try on, and we will send
two bras we recommend based of quiz and measurements
• Free shipping there and back
• Women get to try on the bras in the convenience of their own home for five days, return
ones they choose not to keep
o If any bras kept only the remainder of the balance is charged
o If all returned the deposit is returned
o Initial deposit $35
• 30 days return policy to receive a full refund
11. Promotions within Lacies
• When a customer signs-up, receives free measuring tape
for first month of site launch
• Free garment bag upon first purchase
• Breast Cancer Awareness: “Buy 1, Give 1”
o Promoted during Breast Cancer Awareness week
o Distribute free information with a “How to Check
Yourself for Lumps” video on our site
• Lacies will give away discount codes for the use of
hashtags and pictures that tag Lacie’s on social media
outlets (instagram, facebook, etc.)
12. Marketing Lacies
• Market at universities: Use campus reps,
QR codes
• Referring a friend gives you a discount
• Free information on YouTube: “How to
size Yourself”, “How to Wash Your Bras”
• Pay for advertisements on Google and
Facebook instead of TV
• Have a blog with free information
