Market research plus size lingerie sector

Market Research – Plus Size Lingerie Sector

By Amelia Edwards

Contents

1. Market Position

2. Competitors 2.01. Competitor Analysis

2.02. Competitor Analysis Table 2.03. Bravissimo Overview

2.04. Bravissimo Product Research 2.05. Curvy Kate Overview

2.06. Curvy Kate Product Research 2.07. Freya Overview

2.08. Freya Product Research

2.09. Panache Overview

2.10. Panache Product Research 2.11. Triumph Overview

2.12. Triumph Product Research 2.13. Wonderbra Overview

2.14. Wonderbra Product Research 2.15. Product Evaluation

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2.16. Product Evaluation – Promotional Methods

3. Customer Research

3.01. Customer Research Evaluation 4. Research Conclusion

5. Customer Profile Interviews

5.01. Anisha Najran

5.02. Kimberly Hamilton

5.03. Lucy Safford

5.04. Rebecca Sabin

5.05. Rebekah Wilcox

5.06. Sally Robbie

5.07. Customer Profile

6. Brand Proposal

7. Bibliography

8. Appendix 1

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2

Market Position

The plus size fashion sector has experienced a new and welcomed focus over recent years. Both retailers and leading brands are “championing women of all shapes and sizes to promote a healthier body image creating collections which reach out to women of all sizes…” as reported by keynotes in their market update 2015(“Key Notes Lingerie Report 2015,” n.d.). In the same article it also stated that “Drapers reported on 22nd January 2015 that the premium plus-size market is the biggest untapped e-commerce sector in fashion.”(Hounslea, n.d.)

This has had an obvious impact on the plus-size lingerie market in general with demand for luxury lingerie and more risqué and exotic lingerie styles in plus-fit sizes at an all time high.

The increase in adult obesity rates is the under–pinning reason for this, with adult female obesity rates “rising from 16.4% in 1993 to 25% in 2012 in the UK” as reported by HSCIC (Health and Social Care Information Centre, 2012).

Investment into research and development to create improved fabrics and technology that can be used in improved supportive plus-size bras and shape wear have been made by the key brand to improve product quality and thus market share. Consideration has also been given to an aging female demographic with the majority of the population being aged 40–54 and more specifically 45–49 in 2013. This age group has a desire for shape wear and customers have benefited from innovation for its development in their pursuit of a younger looking body shape. Almost 20% of the female demographic were aged between 20 and 34 and are fuelling the new demand for fashion focused lingerie styles.

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Competitor Analysis

A table was created to analyse comparisons of the 6 key brands. These brands were identified in the market research questionnaire as being the most frequently-bought by plus size respondents a more detailed analysis of responses is covered later in the report.

The table compares price, product ranges and availability of the following brands:

Bravissimo (own Brand) Curvy Kate Freya Panache Triumph Wonderbra

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Competitor Analysis Table

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Bravissimo – Overview

Bravissimo are unique on this list as the only brand with retail outlets, which stock their own branded lingerie, plus 10 other brands including some in this list. All of their sales assistants are trained in-house to provide a fitting service to customers. This is provided free of charge, for all brands stocked. The Bravissimo brand has cup sizes from D up to L in some ranges, with back sizes available from 28 to 40. They have an ‘Ethical Trading Policy’ and ensure all their direct suppliers sign up to their code of practice.

Their philosophy is based on advising their customers rather than telling them which bra to buy so that customers are not pressured into buying something they do not like. Their website states that they “want you to walk away feeling fabulous.”(“Bravissimo,” n.d.)

This direct customer contact gives them unrivalled, instant feedback on what suits each individual, with the added benefit of being able to promote their own brand, or offer comparisons with other brands, with the customer free to decide.

What’s on Offer: As well as the bra, thong or short as a collection, Bravissimo offer some additional pieces such as: Basque, Babydoll, Suspender, Chemises and kimonos.

Pricing From the research on the table above the average cost of a bra of Bravissimo’s own brand is £28 - £32

USP’s According to a Bravissimo representative the unique selling points for Bravissimo are ‘the range of sizes we offer, value for money and popular styles that our customers love’. However, on top of that there ate thoughts another important selling point is the unique fitting experience they offer in every store by their in-house trained staff and their presence in the High Street. Not only do you get good service in store but you also have a video and step by step instructions of how to get the perfect fit online in case you cannot get to their stores.

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Bravissimo – Product Research

This bra is one of Bravissimo’s own, at £30 it is right in the middle of their average cost of a bra.

The fit was good, it was comfortable to start with. But creates bulges at the underarm and lower back.

From the front this bra gives a nice shape, it has good coverage.

The straps are a good width.

I think the shape and the breast profile is flatterned at the top and distorts the shape slightly.

Four piece cup to act as a sling for more suport.

Design Considerations:

The bulges created at the underarm and around the underband.

Could make the underband longer and bring the underarm up.

The breast profile needs to be considered. A nice flattering shape.

Four pieces in the cup for support or add a sling.

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Curvy Kate – Overview

Launched in 2009, Curvy Kate’s website states “We make curvy girls feel fabulous about their figure.” Their ranges are aimed at the “young fashion conscious” and offer all ranges in cup sizes D-K for band size 28–40 and D-G for 42 and 44. (“Curvy Kate,” n.d.)

Possibly the key to their success is in the statement on their website - “We make sure every garment is tried and tested on naturally fuller busted women with real curves. Only the best fitting designs go into our collections and no garment is launched until our wide range of fitting models are happy.” The ranges have some elements of colour and pretty prints and the all important but limited ‘sexy’ line. However, they do not have an all-round “young fashion” feel.(“Curvy Kate,” n.d.)

What’s on Offer: As well as the bra, thong or shorts as a collection, Curvy Kate offer some additional pieces such as: Camisole and Suspender shorts.

Pricing From my findings I noticed that the average cost of a bra of Curvy Kate is £28-£32. Which brings me to believe that it will be the same or similar price ranges for all of my selected brands.

USP’s Curvy Kate offer a sexier range called Scantilly which is promoted on their website as ‘Fearless Lingerie in DD-HH cups’. All their garments are tested on “real” plus size women and they recruit their own models from their annual online competition ‘Star in a Bra’.

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Curvy Kate – Product Research

This Curvy Kate bra at £32 is at the top of their average cost of a bra.

It is a moulded cup so it stayed the same when it is put it on. It did not fit the breast at all and it just looked like it had been stuck on.

It was thought to be too round.

It was thought the wing is too small as it created a lot of bulge at the back.

Nice detail of the bow and two buttons at the front and the pin stripped fabric.

Could be good support with the sling inside and the cup split into three but the moulded form did not allow for a natural shape.

Design Considerations:

Make wing/underband longer to reduce bulging.

Consider cup shape.

Think about the little CF details.

Think about the female silhouette – the lingerie under clothes.

Needs to provide smooth curves.

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Freya – Overview

With no direct sales, Freya products are sold via 118 websites and in major department stores and specialist Lingerie stores. They launched in 1998 and are aimed at the plus fit market; covering cup size up to K. Owned by Wacoal Europe, they have their Head Office in Northampton, supplying outlets in 20 countries around the world.

In 2010, Freya were awarded Global Lingerie Brand of the Year by Salon International de la Lingerie; and in 2015 won Cosmopolitan’s award for ‘Best Luscious Lingerie Brand’.

Whilst the customer has no real opportunity to interact directly with Freya about issues and concerns, they do have a very informative website which features a ’Bra Doctor’ blog that answers questions about sizing options, product information and fit issues. The ranges appear to be aimed at a younger market with colourful prints along with the usual black, white and nude options.(“Freya,” n.d.)

What’s on Offer: In addition to the bra, thong, shorts or briefs collection Freya offer they also offer pieces such as: Babydolls, Bodies, Chemise, Slips and suspenders.

Pricing When researching the average cost of a bra by Freya I found them to be slightly more expensive at £30 - £34.

USP’s According to Freya’s website one of their values is ‘being in partnership with our customers and supplies.’ Another good selling point is that they test all their bras for 6 months to make sure the fit of their bras are amazing. There collections consist of bold shapes and rich colours, which appeal to their younger customers.

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Freya – Product Research

At £34 this bra from Freya is at the top of the average price.

It is ‘long line’ so in theory it should be better in terms of shape and fit. But it curls up at the front and on the back, the bulges are worst at the lower back and underarm.

The print is on every piece, which is nice.

Straps are wide which were good on this bra.

The cup was foam and split into three pattern pieces.

Design Considerations:

Make the underband longer at the back maybe curved at the front to help with it curling up.

The wing is split into two pieces with stabilizer tape to give it more support.

Consider putting the pattern on the straps as well as the cups and underband to link it all together.

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Panache – Overview A UK, family run business started in 1982 by Anthony Power, Sheffield-based Panache now operates in 53 countries. It set up its in-house design team in 1989 to focus on the plus fit market, currently through four brands: Panache – with its focus on everyday comfort offering 28-44 band sizes up to a K cup; Cleo - for the young at heart offering sizes 28D – 38K; Panache Black – luxurious and glamorous focus 28D–38K; Sculptress – focus on curvier women with a limited range of full cup bras 34E–46HH. Panache are the only company to acknowledge the different techniques needed to make a plus fit bra, stating on their website that “designing and developing D Plus bras requires a different process to smaller cup sizes – fuller-busted women have more variations on shapes and sizing, and bras need to be structured differently to deliver the right levels of support.” Their Sports Bras have won Sports Bra Brand of the Year at the UK Lingerie Awards in 2012, 2013 & 2015.(“Panache,” n.d.)

There is no doubt that their 4 brands have very different personalities with Cleo offering some pretty floral fabrics and colour options that will appeal to younger customers, although there is room for more use of colour and patterns. The Black range is very limited in style and colour and lacks the ‘sexy’ element. The Sculptress range is very limited in styles, using full cup bras, and offering only full brief or short options to compliment, and lacks ‘sexy’ detail.(“Panache,” n.d.)

What’s on Offer: In addition to the bra, thong, shorts or briefs collection that Panache offer, they also offer pieces such as: Babydolls, Bodies, Chemise, Slips and suspenders.

Pricing When researching the average cost of a bra by Panache, I found a wider range of prices, but the majority ranged between at £27 - £34.

USP’s Panache focus on ‘Crafted for fit. Styled for comfort.’ They acknowledge the fact that plus size bras need to made differently.

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Panache – Product Research

At £29 this bra from Panache is at the lower end of their average price range.

Good support with the sling inside and 3-piece cup.

Nice detail on the CF at the underband with the scalloped edge.

The seam on the cradle and the bust seam do not match up.

This bra gives a nice shape and the breast profile is good, it’s a nice curved silhouette.

Again this bra creates bulges on the lower back and the underarm.

High CF for coverage and support.

Design Considerations: Consider a high CF.

Again consider how bulges can be removed.

Consider using a sling for support.

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Triumph – Overview

Triumph began in 1886 in southern Germany as a corset factory. Today Triumph has a market presence in over 120 countries. In the UK they have 7 own branded stores and also supply to Debenhams, John Lewis, House of Fraser and Beales. Their products are also available via 18 online “E-Tailors”.

On their web site, Triumph states that in 2011, they celebrated “25 years of creativity, innovation and dedication by continuing to set industry standards in its core competence of best fit, derived from a deep knowledge and understanding of the female body.“ In 2014, they introduced the “Magic Wire“ which claims to be “a new technologically advanced bra innovation that shapes and supports women’s breasts with a soft, flexible feature instead of metal wires, setting a new trend within the lingerie industry“ Their styles are very traditional with the majority in black, white and nude options; some pastel colours but very little pretty floral designs and no bold colours which would suggest an older target market. Plus fit sizes are offered on selected designs up to a J cup with limited options to a K cup.(“Triumph,” n.d.)

What’s on Offer: In addition to the bra, thong, shorts or briefs collection Triumph offer they also offer pieces such as: Basques, Bodies, Body dresses, Night dresses.

Pricing When researching the average cost of a bra by Triumph, there is a slightly wider range of prices, but the majority ranged between at £28 - £36.

USP’s Their USP is their “Find the One” campaign, which is aimed at educating women about the importance of a correctly fitting bra.

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Triumph – Product Research

At £36 it’s at the top of triumph average price range.

The CF does not sit against the skin so it does not leave marks but it is thought that it is not fully supportive.

The breast profile is a nice natural curve and gives the overall silhouette of the figure with a smooth curve.

It has flexible silicone as part of the wire and the bra is advertised as having magic wires.

Still creates bulges at the underarm and lower back.

The strap of the bra is sew at the top of the wing and the bottom of the wing to give it more strength.

I feel that this bra pushes the breasts apart and gives a “eastwest” look.

Design Considerations:

Consider the bulges.

Consider strengthening the straps by sewing them at the top and the bottom of the wing.

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Wonderbra – Overview

Originally a market leading brand associated with Gossard in the UK, Wonderbra is now owned by Hanes Brands Inc. and operates in over 35 countries. Their ranges are marketed as being “Glamour, Feminine, Chic, Sophisticated” and the use of the iconic ‘Push-up’ phrase features in all product categories. Although in the survey Wonderbra was selected in forth position, they only just enter the plus fit market with their largest cup size being DD and a large proportion of their range only going to a 36C. Styles are varied but the more detailed styles do not offer plus fit. Colours are very traditional, predominantly black, white and nude, with minimal patterned fabric. Wonderbra’s ranges appear to be aimed at the more sophisticated, 35 plus market.

A little dated/traditional with regards to the use of colour and with its ‘Innovation’ still focusing on ‘pushup’ and enhancing the appearance of the cup size, there is little appeal to the plus fit market other than its historical association with understated sex appeal from its 1990s advertising and high profile brand icons like Eva Herzigova and Dita von Teese.(“Yellow Days,” n.d.)

What’s on Offer: In addition to the bra, thong, shorts or briefs collection Wonderbra offer, they also offer pieces such as: Babydolls, Bodies, Body dresses, Suspender Pants,

Pricing When researching the average cost of a bra of Wonderbra there was a slightly wider range of prices, but the majority ranged between at £27 - £36.

USP’s “Wonderbra features patented technology guaranteeing complete comfort! The invisible support system is incorporated into the cups to give you stunning cleavage!” This quote from the website refers to the bra I tested.

Aimed at a more glamorous profile customer, not really a plus fit brand. The website focuses on their history rather than their plus fit brand and designs.

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Wonderbra – Product Research

This bra was originally £36, which is at the top end of wonderbra’s average price of a bra but is now discounted to £18.

This bra is strapless but is still creating bulges at the lower back.

This bra gives a good smooth breast profile

There is good support with the hand shaped metal inside the cup.

The shapes and style of the bra is very nice

Design Considerations:

Consider the shape the neckline is creating.

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Product Evaluation

All bras in the product research were 36 band sizes which means the bulges created were all made by the same size bra and shows the variations in fit between the different brands. The cup sizes varied from F to FF depending on availably.

From the product research of the 6 brands, the main area for improvement, which was common in all, was bulging both above and below the wing and underarm. This will be a main focus of my design and there are plans to make the wing higher to improve the bulging at the top of the wing, making a long lined bra to improve the bulging to the bottom of the wing and adding an extra panel at the underarm to give a smoother shape.

The design elements as detailed in the design considerations under each brand, which I thought were successful or could be changed to be successful, are as follows: • Centre Front (CF) detail – The bow and two little buttons on the Curvy Kate bra are a nice feature • Pretty fabrics – The fabrics used by Freya, Bravissimo and in some Panache bras were aimed at the younger market were my collection is aimed.

• Longer lined bras – The Freya bra was nice but I would need to look at curving the front to stop it rolling up.

• 3 – piece cup with sling – Panache for nicer fit and support.

• Ensure breast profile is natural – Wonderbra gave a really natural breast profile were as Curvy Kate gave a very false shape and the Bravissimo bra gave slightly distorted profile.

• Strengthened straps – Triumph bra had the straps on the wing sewn at the top of the wing and at the bottom of the wing for added strength and support.

• Strap widths – It would be nice to offer customers a choice of strap widths for each bra.

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Product Evaluation – Promotional Methods

All 6 brands have informative websites and most offer fit and product design advice for their product ranges. All websites allow for direct purchases with the exception of Freya who direct customers to partner websites. All brands have a subscription option on their websites for further offers and product update emails. Bravissimo also promote this subscription in store.

Traditional media coverage has been used very successfully in the past by triumph with its television advert that aired in 1977 with the strap line, “Triumph has a bra for the way you are”. Wonderbra’s ‘Hello boys’ billboard marketing campaign was voted the ‘most iconic ad of all times’ by outdoor media centre in 2011 and famously stopped traffic as drivers stopped to look at the posters when they were first displayed.

While most of the brands still use selective magazines for adverts, a favourite being Cosmopolitan and its competitors, all have moved their focus to on-line media with the use of social media sites in the form of blogs, Facebook and Twitter to interact with existing customers and attract new ones.

The Drum reported on 26th May 2015 that Bravissimo had launched its #Amazing You campaign to promote its brand to a younger audience via a new social media portal and Facebook app.(“Key Notes Lingerie Report 2015,” n.d.)

Brands are also using on-line competitions to raise awareness with new potential clients. Curvy Kate have run their ‘Star in a Bra’ competition since 2009 which aims to uncover their next ‘real woman’ model to feature in their next season’s collection promotional campaign.(“Curvy Kate,” n.d.)

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Triumph have also recently launched their ‘Find the one’ campaign to promote awareness of the importance of a correct fitting bra. In conjunction with this, they ran a competition based on their controversial animated adverts.(“Triumph,” n.d.)

Some of the 6 brands outsource their media presence management to specialised agencies. On 24th February 2016 media week reported that Freya had assigned Cream UK as their media agent.(Degun, n.d.)

All brands sponsor charitable organisations that will have the added advantage of brand exposure in a new market sector.

Industry awards are another way of heightening brand awareness; Panache have won Sports Bra Brand of the Year at the UK Lingerie Awards in 2012, 2013 and 2015 which were all widely reported in the national and industry press. However the most effective, and oldest, method of increasing brand awareness is by satisfied customers recommendations to their friends.(“Panache,” n.d.)

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Customer Research

The aim of the survey was to further examine the plus fit Bra market to gain customer feedback, with specific focus on the problems faced by plus fit wearers on a daily basis including shopping for bras.

The survey was designed to include 33 questions, which were split into the following 4 categories:

• About you and your bras • Where you shop for bras • Problems you have with plus fit bras • What problems would a “perfect bra” solve for you

The survey had a filter in the first section so that only respondents who were a cup size DD or over needed to complete the full survey. It was posted using Survey Monkey, which allowed for trouble-free posting onto social media and, therefore, a wider coverage, both geographically and age range. The full analysis of the results can be found in Appendix 1.

A summary of the results for the first section - “About you and your Bras” follows. (Bullet points are followed by an insight into the issues behind each result and identifies possible solutions):

• Age range was predominantly 18-24 years at 71% with 25-34 years at 13%

The use of social media to attract respondents and the initial targeting of personal contacts may have influenced the age range. However, the age range 18-34 are, perhaps, the most influential when it comes to shopping and therefore product design.

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• Cup size – since this survey was restricted to DD and over, it only took into account the plus fit market. 28% of respondents were a DD while 19% stated they wore an E cup. The remaining size options – F, FF, G, GG and H all had a percentage range of between 7.5% and 10% with HH+ showing 5.5%

Is this a true representation of how the plus fit market is structured? One might assume that the greater numbers would be at the lower end simply because if we look at the market as a whole, DD would be close to the mid-point (having excluded A-C ranges and D)

• Buying habits – this showed almost an even split between people who shop for a purpose, i.e. to replace a broken item, special occasion or change in size; and people who impulse buy, i.e. to buy from a sale or just because an item has caught their eye.

Presentation, colour and range of sizes readily available in store are shown to be key factors in the success of a brand in the plus fit sector. The survey takes the viewpoint that plus fit shoppers want the same shopping experience available to the Standard Market.

• Bra Fittings – when asked about the frequency of Bra Fittings taken, a staggering 29% of respondents had never had a fitting while 50% said that they had one annually.

This may indicate that some of the problems could be an education issue - plus fit customers are unaware how to correct the problems they are experiencing by adjustments to cup size, straps or band size.

• Important factors when buying a new Bra – 3 key factors were stand out winners in this section; Fit - with 83% of respondents stating this was a key factor when buying a new Bra; Style and Support - with 67% and 62% respectively. Surprisingly, Brand was only marked as an important factor by 6.5%

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83% for Fit would appear to reflect what the plus fit market is looking for, well-fitting Bras; but when considering that 29% have previously stated that they have never had a fitting and 50% only having one once a year on average, this could again indicate that retailers could do more to educate women about the importance of being fitted by an expert

• Spend – 84% indicated that they would usually spend between £10 - £40 on a Bra with 32% saying between £20 - £30 and the rest being evenly split between the £10 -£20 and £30 - £40 brackets

Additional market research into the key brands identified that the average cost of a bra at Bravissimo was £29£34

• Issues when shopping looked at the problems faced by the plus fit shopper and referred to the availability of size, colour and style options in store, together with cost. The results showed that all these issues seemed to be equally problematic with no one issue standing out from the rest. When asked directly what they found most difficult to find, the highest response was to the “Sexy Bra” option.

This last point ties in with a gap in the market for more Risqué plus fit ranges. At the luxury end of the market the maximum bra size Coco de Mer sell is 36DD on all of their ranges(“Coco der Mer,” n.d.) while Agent Provocateur offer sizes up to a maximum band size of 38 with limited availability up to DD cup size(“Agent Provocateur,” n.d.). At the other end of the market Ann Summers introduced a Plus Size range in 2012. “..everyday sets to erotic lingerie and playwear outfits, our key collections have been chosen for plus size and are available up to a beautifully busty 42H cup size and bootylicious dress size 24.” As stated on their website (“Ann Summers,” n.d.)

The second section of the survey looked at how and where plus fit customers shop. Summarised results and observations follow:

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• Where do you shop? This was broken down into sections, which saw 34% shopping at High Street stores, 24% at specialist Lingerie stores and 16% on-line. Only 4.5% stated that they shopped at Supermarkets for their PLUS FIT Bras, a third of these stating that the buy George at Asda. Of the 16% who shopped on-line the most popular site was Figleaves.com

• Which High Street store do you shop in for Lingerie? There were 3 main stores selected in answers; M&S with almost 60%; Debenhams was second with 42%; John Lewis third with 32%.

Surprising to see that M&S still have the top position considering that the majority of the participants were below the age of 25 years and that they only stock their own branded collections, which cater for AA – K cup sizes. Debenhams and John Lewis both have a good range of plus fit Brands in store and on-line.

• Preferred way to shop, in store or on-line? Only 2.5% of the responses stated that they ‘always bought online’ with 28% selecting ‘always in store’ and 45% selecting ‘mostly in store and sometimes on-line’

This supports the fact that buying a plus fit bra is a very tactile and personal experience to ensure all needs are met fully. Buying on-line does not provide this which may indicate that more plus fit products need to be available in store.

• Specialist Lingerie stores used? Of the store options selected Bravissimo were clear winners with 56% choosing to shop there above other specialist stores.

This is potentially due to Bravissimo’s nationwide coverage with 25 high street stores

• Top Brands bought? There were six brands which stood out in the results. Bravissimo’s own brand was the top choice with 36% of respondents stating that they buy this brand. Freya was the second favourite with Market Research

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36%; third was Curvy Kate with 34%; fourth was Wonderbra with 29%; fifth was Panache with 27% and sixth Fantasie with 21%

Fantasie and Freya are both part of Wacoal Europe which would give a combined figure of 57% and the biggest market share for the results with Bravissimo’s own brand in second place – still an excellent market penetration as a proportion of outlets available.

• Importance of Brand Choice – when asked what factors were most important when selecting a plus fit brand, Price was the least important. ‘Use of sustainable fabrics’ and ‘Ethical work force policy’ were two of the most important factors. ‘Luxury of Brand’ and ‘Geographical location of outlets/stores’ were both close behind, while fashion was low on the list, only Price was deemed less important.

It is encouraging to see that sustainable fabric use and ethical workforce policies feature so highly on the list and that price is the least important factor.

The third section of the survey covered problems plus fit customers experience when buying and wearing bras.

A generic question was followed by more detailed questions about each identified problem. The results and observations are as follows:

• General problems – All identified problems carried a similar weighting with the exception of fastenings which was the least problematic area. The 3 areas of most prominence were Cup fit, Wires digging in and Red marks.

Interesting that no one was a standout area causing problems universally to all. This may indicate that the industry has successfully overcome the majority of issues and that all that is required further is the fine tuning of specific areas to suit individual, bespoke needs. One conclusion that could be drawn from these results is that in Market Research

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order to achieve the “perfect plus fit bra”, mass production needs to factor in the ability to adjust each product to suit individual requirements at a finishing stage, to be completed after a professional fitting.

• Cup fit – This produced 2 key problem areas; shape and uneven sizing, together accounting for over half of the problems in this area.

In a study of 252 women by the University of Liverpool in 2006 into breast cancer, the Lead researcher Dr Diane Scutt told the BBC News website that “almost all women had some degree of breast asymmetry - just one woman who took part in the study had perfectly symmetrical breasts.”(“Uneven breasts linked to cancer,” 2006) Why has the Lingerie Industry not factored this in anywhere so far?

• Wing fit – The 3 areas of concern for this problem area were ‘digs in’, ‘leaves marks’ and ‘creates bulges’.

These accounted for 87% of the answers.

As the average size of the population in the developed world increases, new fabrics and technologies have and will be found to overcome how garments, especially underwear, impact on our bodies. It would appear that in many cases the basic structure of a bra has remained unchanged for many years and has been “upsized” from the standard fit of the 1930s to fit today’s plus fit market. Maybe a complete new approach is needed to how the sides and back of a bra are manufactured and not just the front.

• Straps – Answers here were fairly evenly spread, including the responses given to ‘too thin’ and ‘too wide’

This again proves that “one size does not fit all”. Bra preferences are a very individual thing.

• Fastenings – similar answers were seen here as with Wing fit, digs in and leaves marks featuring but also bends/folds up and difficulty experienced with doing and undoing the hooks.

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Again hooks and eyes are surely ready for an update?

• Bulges – particular areas of concern were on the back, both above and below the band. The underarm was also highlighted as a problem area for bulges.

There is line to be drawn between control wear and sexy lingerie, it will be difficult for one bra to achieve both.

• Wires – Digging in was the most common problem. ‘Poking out’ of the casing was another issue raised, particularly at the underarm point.

This could be an issue related to fit and again could be an education issue or indeed a quality problem of the garment itself.

• Not flattering under clothing – The main answer referred to the cup area not being smooth.

This is more likely to be the design of the bra not being suitable for certain types of clothing - heavily embellished cup styles are not usually suitable for wear under tight fitting tops.

• Support – Not enough lift from the cups and straps digging in were the 2 most popular answers and were given by almost half the respondents.

Interestingly half the participants did not answer that question as it was not an area of concern for them.

• Irritation – The biggest concerns were that the seams of the bra rubbed and irritated the skin and that the elastic on the wings rubbed.

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Again only half of the respondents answered this question implying that only half found it a problem area.

In the final category questions were designed so that the respondents could add their own comments. They were asked to highlight any other problems that they encounter. Nearly all answers focused on design and the lack of ‘pretty’ or ‘sexy’ styles in plus fit sizes. One mentioned the lack of matching set options and observed that there was not enough choice of brief options in larger sizes; another said that she had a band size of 28 and struggled to find her size stocked in-store.

The final question asked if they had to design the ’perfect bra’, what would they improve? Again over half said they would improve styles to be more ‘sexy’ or ‘pretty’. The next biggest area for improvement was ‘straps’ with a ratio of 7:5 for Thicker:Thinner options. One person suggested that a ‘personalised, custom made, Perfect Bra’ was the only option.

Straps feature so highly with almost an even split for thicker and thinner options that maybe a choice could be give, i.e. make the same bra with 2 different strap options; or inter-changeable straps with the same bra.

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Customer Research Evaluation

The survey results highlighted several key areas which could be refined further from a fit, comfort and style perspective, including: • Straps – preferences seem to be divided on whether thinner or thicker straps are required for maximum comfort and suggested options have been mentioned previously. Other fabric options could also be considered for strap construction.

• Uneven cup sizes – as shown earlier a very small percentage of women have perfectly symmetrical breasts.

These variations in size vary enormously and can be up to a full cup size in certain cases. A solution for this issue could be to conceal a pocket within the sling or lower, outer side of the inner cup where a small silicon ‘bag’ of varying volume could be inserted in order to equalise the appearance of the breast size within the bra. This would also enable outer garments to lie evenly over the breasts.

• Wings – many points were raised within the survey regarding the comfort of bra wings. Most issues related to digging in, leaving red marks or rolling up. Whilst many areas of the bra have been improved over recent years most have related to support and cup size and have over looked the comfort of the sides and back.

Wider wings would be one possible solution together with the use of one solid elasticised fabric. This could prevent red marks caused by the thin bands of elastic at the top and bottom of wings. The solid fabric’s elasticity could be gradually reduced in intensity at the upper and lower edges in order to provide a degree of ‘contouring’ to prevent bulging.

• Design and style – possibly the most important part of a bra. Customers of all sizes need to be attracted to any garment’s appearance before wanting to investigate purchase and fit options further. The issues faced by most of the respondents were that there were not the same range of styles and designs available to them in store as there were to the standard size customer, especially in the sexier and risqué ranges. Colour and patterned options were also highlighted as being significantly less compared with standard sizes. This would appear to be a significant gap in the market.

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Research Conclusion

There was one main area for improvement which was highlighted not only in the product evaluation of the 6 key brands but also in the questionnaire, which was completed by over 100 respondents; bulges. Predominantly on the back and underarms above the wing.

This will be the main design consideration for the final collection - how to improve the fit of a bra without the need for shape-wear.

Another area for improvement in plus fit lingerie collections which was raised in the questionnaire responses over and over, and which I identified in my brand evaluation, was the lack of “sexy” options in the plus fit sector.

Key Notes highlighted this in their 2015 lingerie market report (“Key Notes Lingerie Report 2015,” n.d.)as an expanding demand area of the lingerie market sector but this does not appear to have reached the high street yet.

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Customer Profile Interviews

Following on from the on-line questionnaire 6 willing respondents were contracted to conduct a more detailed lifestyle focused interview.

The aim of this was to understand more about what impacts their everyday lifestyle and routine had on their shopping habits and choices when selecting their lingerie.

I tried to select a range of ages and bra sizes so that I could compare the results. The age ranges covered were 20 – 51, 5 of the 6 were in full time employment and the other was a full time student. Of the 5 working 2 were married, 1 of whom had a young family and the other had older non-dependent children, the other 3 were single with no family commitments.

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Interview with Anisha Najran Amelia – How old are?

Anisha – 26 Amelia – What's your occupation?

Anisha – Junior Account Manager Amelia – Do you enjoy it?

Anisha – Yeah as much as any likes there job really haha Amelia – Haha. Who do you live with? For example husband, Kids Anisha – Parents Amelia – So good, and where do you all live?

Anisha – Walsall Amelia – Oh nice. How would you describe your lifestyle?

Anisha – Fun Amelia – What do you like doing in your free time?

Anisha – Watching films, shopping and dancing Amelia – How do your friends and family describe you?

Anisha – Hilarious Amelia – I am now going to ask you about your bras is that ok?

Anisha – Yes that’s fine Amelia – What size bra do you wear?

Anisha – 36E Amelia – When was the last time you went for a bra fitting, if at all?

Anisha – Last month Amelia – If yes what did you think and where was it?

Anisha – At Debenhams and I thought, “I really need to loss some weight” (bra size went up) Amelia – How often do you buy bras?

Anisha – Every 3 Months Amelia – When do you buy your bras? For example - in a sale, on a regular basis, or if yours fall apart?

Anisha – In a sale and on a regular basis Amelia – Where do you buy bras?

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Anisha – Debenhams Amelia – What brand do you buy?

Anisha – I buy Debenhams own ones and sometimes if I’m feeling rich I get Curvy Kate.

Amelia – What are you looking for in a bra? For example – style, fit, support, colour Anisha – Yeah I mean I look for all of those things really it has to be supportive and the right style for my shape and it has to fit me the way I like so I feel comfortable and the colour needs to be something I like so again I feel more comfortable.

Amelia – What is the most important thing to you?

Anisha – Support and fit Amelia – What style do you usually buy? For example Plunge, balcony Anisha – Balcony I have been told that one suits my shape the best.

Amelia – Do you prefer padded or non-padded bras?

Anisha – Non-padded Amelia – Do you prefer wired or non-wired?

Anisha – Wired Amelia – What aesthetic do you like? Patterned, lacy etc.

Anisha – Err I don’t really have a certain favourite but I do like patterned, lacy and plain Amelia – What colour schemes would you pick? For example pastel, neon, plain or neutral Anisha – Black, White, Blue, Green, and Pink are the colours I get the most, but I like floral pretty patterns too.

Amelia – How much would you spend on a bra?

Anisha – Err I say about £30 plus Amelia – Thank you for answering these questions it’s been a real help Anisha – No problem, glad I could help

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Interview with Kimberly Hamilton Amelia – Hey Kim, Hope everything is ok with you? I was just wondering if I could ask you a few questions? One of my summer projects is customer profiles and I’ve chosen to do it about plus fit and I have to do transcript interviews.

Kim – Yes, absolutely! I'm 7 hours behind you in Canada. I'm probably going to be on the road tomorrow - but Monday or Tuesday could work.

Amelia – Ok thank you and 7 hours wow. If I just start asking you the questions and you can just reply whenever you’re able to that's fine. So how old are you?

Kim – 32 Amelia – And what is your occupation at the minute?

Kim – Haha! Can I say what it is in 3 weeks?

Amelia – haha yeah of course Kim – Designer Amelia – Congratulation where are you a designer for?

Kim – Lace Lingerie GmbH Amelia – Aww well done I hope you enjoy it. Who do you live with? For example parents, partner Kim – Thanks! I will be living on my own.

Amelia – Your welcome and where is it that you'll be living?

Kim – Flensburg, Germany Amelia – Wow that sounds great. How would you describe your lifestyle in Germany?

Kim – Hmmm. What if I'm not sure? I don't speak German I anticipate that I will work a lot of hours.

And try to do a lot of travelling.

Ill try to meet new people and practice/learn German.

Amelia – Sounds busy but fun. How would you say your friends and family describe you?

Kim – Hmmm. Funny, brave, determined, adventurous, kind That's what I hope!!

Amelia – I would say that was about right I'm now going to ask some questions about your bras Kim – Ok. Amelia – What size bra do you wear?

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Kim – 34GG or 34H Amelia – When was the last time you went for a bra fitting?

Kim – May Amelia – How often do you buy bras?

Kim – Maybe 3x per year?

Amelia – Ok so when do you buy bras? For example when yours are falling apart, at a sale Kim – Um, when my size changes or I want something new. They never really fall apart.

Amelia – Where do you buy your bras?

Kim – Bravissimo, Figleaves, Rigby & Peller Amelia – Good places. Is there a certain brand your buy from those places?

Kim – Bravissimo, Fantasie, Empreinte, PrimaDonna.

Amelia – And do you look for in a good supportive bra?

Kim – Yes, I look for support, shape, fit Amelia – Ok so what style do you tend to buy? For example plunge, balcony Kim – Balcony and full cups with a side sling Amelia – When you buy those do you prefer it to be padded or non-padded?

Kim – Non-padded. Padding is evil.

Amelia – haha as a plus fit wearer do you go for wired bra?

Kim – Yes. Amelia – When buying plus fit bras what aesthetic do you like? For example patterned, lacy Kim – Lace & embroidery. Like thinks that are sophisticated/glamorous looking.

Amelia – And when you look for sophisticated/glamorous bras do you go for a certain colour scheme or don't you mind about the colours?

Kim – Tend to go for jewel tones. Currently have a lot of green/teal/turquoise/purpley-blues.

Amelia – And last question how much would you usually spend on a bra?

Kim – Hmmm. I'll pay whatever it takes for something I like! Anywhere from £30 - £95.

Amelia – They sound very nice. That was my last question thank you very much for answering all of them it's been very helpful Kim – Ok. Glad it's been helpful!!

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Interview with Lucy Safford Amelia – So Lucy how old are you?

Lucy – I am 20 years old but I’m Nearly 21 Amelia –Cool when’s your birthday?

Lucy – 29th September Amelia –Ok have fun. What’s your occupation?

Lucy – I’m a full time student and I also work at a laser tag place.

Amelia –Where do you study and what is it you’re studying?

Lucy – I study contour fashion at De Montfort University Amelia –That sounds very interesting. Do you enjoy working at laser tag?

Lucy – Yes it’s really fun and challenging Amelia –That sounds great. Who do you live with while your doing all of this?

Lucy – I live with a friend who is also on my course Amelia –I’m sure you have a lot of fun together. Where do you guys live?

Lucy –We live in Leicester near university campus Amelia –That’s handy. So as a student how would you describe your lifestyle?

Lucy – Oh well it’s very busy during term time but during the summer it’s not too bad because I’ll just be working.

Amelia –And what do you do in your free time?

Lucy – In my free time I like to read, play guitar I also like to go to pole fitness lessons, I like to hang with friends, watch Netflix’s and sew corsets and that’s it.

Amelia –That sounds a lot how would your friends and family describe you?

Lucy – Oh god I don’t know err. That’s a difficult question. Probably a bit strange but in a good way I would like to think and very creative err hard working bit a laugh and sometime a bit annoying and when I say bit of a laugh I mean hilarious.

Amelia –Sounds like fun. I’m now going to ask you about the bras you wear. So what bra size do you wear?

Lucy – 34 or 36 FF or G Amelia –When was the last time you went for a bra fitting if at all?

Lucy – Probably a year ago Amelia –How often do you buy your bras?

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Lucy – If I need one or for an occasion or something err or when I can afford one or if there’s a sale.

Amelia –Where do you buy your bras when you can buy them?

Lucy – Err House of Fraser or if I know what size I need I can get them online because they are cheaper at places like secret sale.

Amelia –What brand do you usually buy?

Lucy – I like panache for support and I liked Elle Macpherson but they aren’t called that anymore.

Amelia –What are you looking for in a good supportive bra?

Lucy – Something that’s comfortable, that lasts along time and something that looks pleasing to the eye to the boyfriend and me, but struggle to find sexy lingerie in my size.

Amelia –What style of bra do you buy? For example plunge, balcony Lucy – I like balcony bras because they feel more supportive and they are quite flattering on me but if I wearing something low cut then I go for a plunge bra or if I wear something strapless then I wear a Strapless bra.

Amelia –Do you prefer padded or non-padded bras?

Lucy – I like soft cup bras most of the time but I like padded swimsuits Amelia –That’s great and what about wired or non-wired bras?

Lucy – Definitely wired Amelia –What aesthetic do you like? For example lacy, patterned Lucy – I like lace Amelia –What colour scheme would you go for if any at all?

Lucy – I don’t have specific colours I prefer but nothing too gaudy I prefer subtle or dark colours but not nude.

Amelia –And last question how much would you spend on a bra?

Lucy – Depends how much money I’ve got at the time and what I need it for. I’d usually try the House of Fraser outlet for bargains, like £10-£15 but if I really wanted a specific bra for some reason I’d go up to £30 probably.

Amelia –Thank you for allowing me to interview you it’s been a real help.

Lucy – Your welcome.

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Interview with Rebecca Sabin Amelia – Hi Rebecca so to start with I’m going to ask you a few questions about yourself if that’s ok?

Rebecca – Yes that’s fine Amelia – So how old are you?

Rebecca – I’m 34 years old Amelia – And what’s your occupation?

Rebecca – I work as a Recruitment team leader Amelia – Who do you live with? For example husband, kids Rebecca – I live with my husband and my son Noah he is two years old Amelia – That sounds nice and where do you live?

Rebecca – I live in Nuneaton Amelia – How would you describe your lifestyle?

Rebecca – I live a very busy and on the go all the time Amelia – What do you like doing in your free time?

Rebecca – I go to Pilates, fitness training and spending time with my family Amelia – How would your friends and family describe you?

Rebecca – Err I think they would say I am reliable, loyal and a bit mad haha Amelia – Haha aren’t we all. I’m going to ask you about your bras now is that ok?

Rebecca – Yes that’s fine Amelia – What size bra do you wear?

Rebecca – 36G Amelia – When was the last time you went for a bra fitting, if at all?

Rebecca – 6 months ago. I’ve had to go every 6 months since having my son due to them shrinking and changing shape.

Amelia – If yes what did you think and where was it?

Rebecca – Useful and it was at Bravissimo in Touchwood Amelia – How often do you buy bras?

Rebecca – Every 6-9 months Amelia – When do you buy your bras? For example – in a sale, on a regular basis or if yours falls apart Rebecca – Regular replacement or when the wires come through Amelia – Where do you buy bras?

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Rebecca – Bravissimo Amelia – What brand do you buy?

Rebecca – I mainly buy Freya bras Amelia – What are you looking for in a bra? For example – style, fit, support, colour Rebecca – I look for support, lift and good coverage Amelia – What is the most important thing to you?

Rebecca – Mainly lift and coverage Amelia – What style do you usually buy? For example Plunge, balcony Rebecca – Deco Moulded Plunge Amelia – Do you prefer padded or non-padded bras?

Rebecca – Non-padded Amelia – Do you prefer wired or non-wired?

Rebecca – Wired for the day time, non-wired for lazing around on the evenings Amelia – What aesthetic do you like? Patterned, lacy etc.

Rebecca – Plain seamless. I hate lacy bras they leave red makes on my skin and makes me itchy.

Amelia – What colour schemes would you pick? For example pastel, neon, plain or neutral Rebecca – Black, Neutral, White Amelia – Would you change anything about your bras?

Rebecca – Err yes I would actually the straps are too rough on the skin so I would change the material of those and they can curl up so well I think because they are wider so I would use something to keep the straps flat. Oh and the bras that I like usually come in black and nude but I would like it in white as well.

Amelia – How much would you spend on a bra?

Rebecca – £30-40 Amelia – Thank you for answering these questions it’s been a real help Rebecca – You’re welcome, it was fun

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Interview with Rebekah Wilcox Amelia – So Becki how old are you?

Becki – I am 20 years old Amelia – Ok, what’s your occupation?

Becki – I’m a sales assistant at Next but I’m leaving soon to work with Warwickshire council.

Amelia – Oh wow what will you be working as at the council?

Becki – I will be working on a higher apprenticeship project management.

Amelia – That sounds great well done. So who do you live with? For example parents, partner Becki – I live with my mom my step dad and my annoying sister Amelia – Haha sounds fun. Where do you all live?

Becki – We live in Bedworth, which is not far from Nuneaton.

Amelia – So how would you describe your lifestyle? Is there much to do where you live in Bedworth?

Becki – Err no to be honest I tend to drive over to Coleshill were the majority of my mates are. So when I’m not working I can see them.

Amelia – Oh ok so is Coleshill far from you? And I take it you work a lot then?

Becki – No it’s not too far it’s only 20mins plus they are quite roads so it’s not a bad drive and they are worth it. I tend to work about 30 hours in the week but they are random shifts so often getting to Coleshill is very last minute.

Amelia – Well that’s sounds busy but fun, so how would you say your friends and family describe you?

Becki – Err that’s tricky. I don’t know I like to think they think I’m someone they can count on when they need me and I’m a good laugh and nice to have around. I hope.

Amelia – Aww that’s sounds nice I’m sure that’s right. I’m going to ask the rest of the question about your bras if that’s ok?

Becki – Yeah that’s fine Amelia – Ok so what size bra do you usually wear?

Becki – 34D Amelia – Ok when would you say the last time you had a bra fitting if at all?

Becki – I think it was probably about a month ago at Bravissimo.

Amelia – Good choice. How often do you buy your bras?

Becki – Not very often, they are little too expensive. When I do buy them I just try to get good quality ones that will last, I say the last time I bought one was probably start of August so I won’t buy one for a while now.

Amelia – Yeah the prices can be high but for a good quality it’s worth it. So when are you usually tempted to buy a bra?

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Becki – I usually buy one in the sales if I see a nice one left in my size.

Amelia – That’s a good plan. Where do you go for these sales then?

Becki – I love New Look bras but if River Island have got a sale on I’ll go there as well.

Amelia – Oh right so do you buy their own brands or look for other brand in the those shops?

Becki – Yeah I usually buy Kelly Brooke because her designs are a bit more to my taste then what New Look seems to do.

Amelia – Yeah she has some really pretty bras. What do you look for in a good supportive bra?

Becki – To be honest I purely go by designs rather than how supportive it is. The most technical I get is if I buy a new outfit and I need it to sit right underneath.

Amelia – Haha right ok maybe I need to teach you a few things. Do you have a certain style you go for? For example plunge, balcony Becki – Haha thank you I think I need it and yeah I usually wear Plunge bras or half cups I wear a lot of them and push ups are my friends.

Amelia – Haha it will be are secret. Do you prefer padded or non- padded bras?

Becki – Padded I need all the help I can get haha Amelia – Aww bless haha. What about wired bras or non-wired?

Becki – I only ever get the wired ones I didn’t even realise they did them without.

Amelia – Haha it’s ok wired are better for support when it comes to plus fit sizes. What aesthetic do you like? For example patterned, lacy Becki – I love pretty lacy designs and foral prints as long as they are pastel colours.

Amelia – They sound very pretty are they any other colours you would go for other than pastel?

Becki – Yeah I love red and black ones as well. More or less all colour just not pink because I’m pale and it seems to wash me out a bit.

Amelia –And last question how much would you spend on a bra?

Becki – Err just for the bra max like £15 Amelia –Thank you for taking part in this interview it’s been really helpful.

Becki – It’s no problem glad I could help.

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Interview with Sally Robbie Amelia – I’m going to ask you a few questions about you and plus fit bras. How old are you?

Sally – I’m 51 years old.

Amelia – Ok and what’s your occupation?

Sally – I am business development manager Amelia – That sounds like a great job and who do you live with? For example Husband, Kids Sally – I live with my husband and my grown up son who moved back in after university annoyingly haha Amelia – Sounds nice and where is it you all live?

Sally – In Coleshill, Warwickshire Amelia – Is it a nice place?

Sally – I think so I like living here, just far enough from Birmingham to be in the country but close enough to get to the shops.

Amelia – Oh so the best of both worlds then and how would you describe your lifestyle?

Sally – Err Busy, I never seem to have a minute to myself Amelia – When you do get a minute what do you like doing?

Sally – I like baking, entertaining and just going out with friends Amelia – Nothing wrong with wanting things to look nice. I’m now going to ask you about your bras, is that ok?

Sally – Yep you’re probably going to be disappointed because after saying I’m a perfectionist I’m not with my bras because nobody sees them apart from me.

Amelia – That’s ok I’m just trying to get a feel for the market, so what size bra do you wear?

Sally – 38DD usually depending on the style and the make of the bra.

Amelia – And when was the last time you had a bra fitting if at all?

Sally – I don’t think I’ve had one.

Amelia – Is there a reason for that or just not had time?

Sally – Err I just always used trial and error and what felt the most comfortable.

Amelia – So how often do you buy bras?

Sally – I suppose only two, three times a year and I’m very boring I get black, white and nude bras.

Amelia – When is it that you think of buying your bras? For example when yours fall apart, when there’s a sale.

Sally – When mine start looking tatty or when I buy a new dress or top and the strap of the bra will show. I bought a blue top and the shoulder was cut away so I bought a new blue bra.

Amelia – When you do buy bras where do you get them?

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Sally – M&S, Next, Matalan and sometimes George Amelia – When you go to these shops do you look at other brands as well as their own brands?

Sally – Yeah I do have a look at all the brands but I tend to go for the same styles.

Amelia – What are you looking for in a good supportive bra?

Sally – Just that it’s comfortable to wear and because I have one breast about a cup size bigger than the other it needs to be a style that hinds that.

Amelia – So what style do you buy that you feel comfortable with? For example Plunge, Balcony Sally – I mainly go for T-shirt or a Plunge bra so you can’t see it when you wear a fitted top. I can’t get on with balcony bras Amelia – Do you prefer padded or non-padded bra?

Sally – I always buy padded bras because it makes my breasts look equal Amelia – Do you prefer wired or non-wired bras?

Sally – I always buy wired I think it gives it more structure Amelia – What aesthetic do you like? For example patterned, lacy Sally – I don’t like patterned or embroidered I don’t like it when you can see the pattern though my clothes so I always get plain.

Amelia – As you said earlier you wear black, white and nude bra. Is there any other colour’s you wear or would want to wear?

Sally – Like I said earlier I have a blue one but I would tend to go with those colours but if I buy an item of clothing and I need something to match then I will buy it.

Amelia – And if you don’t mind me asking is the fact you have one breast a cup size bigger something you feel uncomfortable about?

Sally – Err no not really. I used to be when I was younger because I didn’t wear a bra as much as I do now.

Amelia – And just out of interest if there were a brand that catered to that need would you be will to pay for it whatever the price?

Sally – I am sure there is an extra bit of padding you can put in or something but I haven’t gone out of my way to look for it and there would be a limit on how much I would pay. Sometimes with bikinis I have left the padding in the smaller size and not in the bigger size before.

Amelia – And finally what is the usually price range you would pay for a bra?

Sally – I’d say between £10 - £30 I suppose.

Amelia – Thank you for taking the time to answer my questions it’s been a really helpful.

Sally – That’s ok.

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Customer Profile

From the research into the selected plus fit Brands, the product evaluation, customer research and subsequently detailed interviews, the following customer profile has been created which will be used as the basis of my target market for the final collection.

The key areas the customer profile will focus on are:

Demographical Information Geographical Information Psychographics Information Behavioural Information

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Brand Proposal Name of collection: Summer Passion

Price: Average bra price £32-£36.This will be the luxury end of competitors’ pricing range.

Product: Quality fit with luxury fabrics, themed to be Everyday Sexy.

The collection will have interchangeable garment options to allow for day-to-nightwear Understated detailing Fruity Colours

Collection Items: Balcony Bra, Longline Balcony Bra High-waisted shorts, High-waisted Thong, Brazilian, Thong Babydoll Slip

Placement: High-end, High Street and specialist independent lingerie stores including Bravissimo.

Promotion: Website, social media campaigns and phone apps Competition to find the curves of Summer Passion Flirty Floral and Fun! Market Research

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Bibliography

Agent Provocateur [WWW Document], n.d. URL http://www.agentprovocateur.com/gb_en (accessed 4.11.16).

Ann Summers [WWW Document], n.d. URL http://www.annsummers.com (accessed 4.11.16).

Bravissimo [WWW Document], n.d. URL http://www.bravissimo.com (accessed 4.11.16).

Coco der Mer [WWW Document], n.d. URL http://www.coco-de-mer.com/?gclid=CJLa2Lq-h8wCFWoz0wodqacOrA (accessed 4.11.16).

Curvy Kate [WWW Document], n.d. URL http://www.curvykate.com (accessed 4.11.16).

Degun, G., n.d. Freya owner hands media account to Cream UK [WWW Document]. URL http://www.mediaweek.co.uk/article/1384259/freya-owner-hands-media-account-cream-uk (accessed 4.11.16).

Freya [WWW Document], n.d. URL http://www.freyalingerie.com (accessed 4.11.16).

Health and Social Care Information Centre, 1 Trevelyan Square, 2012. Website Search [WWW Document]. URL http://www.hscic.gov.uk/article/2021/WebsiteSearch?productid=19587&q=adult+female+obesity&sort=Relevance&size=10&page=1&area=both#top (accessed 4.11.16).

Hounslea, T., n.d. German plus-size etailer targets UK through Bauer investment [WWW Document]. Drapers. URL http://www.drapersonline.com/news/german-plus-size-etailer-targets-uk-through-bauerinvestment/5071327.fullarticle (accessed 4.11.16).

Key Notes Lingerie Report 2015 [WWW Document], n.d. . Key Notes. URL https://www.keynote.co.uk/marketupdate/retail/lingerie-0?full_report=true (accessed 4.11.16).

Panache [WWW Document], n.d. URL http://www.panache-lingerie.com/en/ (accessed 4.11.16).

Triumph [WWW Document], n.d. URL http://uk.triumph.com/home?brand=triumph (accessed 4.11.16).

Uneven breasts linked to cancer, 2006. . BBC. Yellow Days : 40% off selected products | Wonderbra [WWW Document], n.d. URL http://www.wonderbra.co.uk/on/demandware.store/Sites-WDB-UK-Site/en/Default-Start (accessed 4.11.16).

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Appendix 1 – Questionnaire Results

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