Blanche the basic, ethic & chic must-have! - Conceptualise a new luxury brand - Design its brand DNA (Golden Era, Personality, Iconic product) - Creating the archetype, the stylistic positioning & the brand driver matrix. Values: Singular, Timeless, Excellence, Confidence, Absolute, Essential. Inspired by the 20's, we created a timeless brand & premium products to enhance each women body features & to celebrate their independence

2. MARKET

3. SEGMENTATION
Physiological Needs: Clothes
Clothes: Underwears
Underwears for Women
Luxury
Underwears
for Women

4. TARGET
•
•
•
•
Hyperactive women, confident & attractive
High incomes
Between 20-40yo
Looking for high-end product & security

5. BRAND DNA
• Golden Era:
1920’s

6. BRAND DNA
• Personality:

7. BRAND DNA
• Iconic product:

8. BRAND DNA
• Vision
Becoming the
1ST
MUST-HAVE
underwear
for each women,
all around
the world

9. BRAND DNA
• Values:

10. BRAND DNA
• Positioning

11. 4P
Product: High quality, underwear
Place: Own stores-Showroom
Promotion: Word of mouth, showroom,
point of sale, event
Price: £200/250

12. ARCHETYPE
TRUST

13. STYLISTIC POSITIONING
Strength
Statis
Truth in materials
Literalism

14. BRAND DRIVER

15. STRATEGY
Londres
Tokyo
New York
Moscou

16. STRATEGY
Stocking
Larger range of
underwear
Nightdress

17. THANKS