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MARY PORTAS KINKY KNICKERS

THE BRAND The Kinky Knickers brand started life as a TV project from Mary Portas, looking at the wider idea of bringing manufacturing back to Britain. The purpose of Mary’s Bottom Line was to see if it is viable to manufacture a new UK clothing brand, after she experienced problems sourcing British for her House of Fraser line. The show focused around finding a team to train for Headen and Quarmby, a company that 8 years ago moved production overseas to remain competitive, making it’s staff redundant and site fall into disrepair. Mary‘s search raised wider societal issues and added a strong human element to the brand as people got to know the machinists. Following the success of the show and the brand, the initial team has now had to be increased to keep up with demand. The products themselves are all the same cut of briefs made out of varying colours of Nottingham lace, whose success has managed to keep a supplier in business. Priced at £10 they are sold at a number of high street and premium retailers such as Boots, House of Fraser and Liberty.


MARY PORTAS KINKY KNICKERS

INSIGHT & ANALYSIS The product’s unique selling point is that it is sourced and manufactured completely in Britain. The singularity of the lace used sets it apart from the low priced high street products, yet it’s price point means it has a wide audience whether this is an everyday buy or treat.

The success and notability of the brand is largely due to the personality and authority of Mary Portas, who has further cemented her role as a ‘High Street Guru’ following a number of retail focused TV shows and a report on the rejuvenation of high streets for the government. Her expertise makes her opinion trusted and her championing of good service means she is a figurehead of quality for consumers. As it is a new brand it seems to be her industry contacts and media persona which has managed to gain so many stockists and publicity in so little time. A three part series on prime time television already provides extensive coverage. However it cannot be denied that it has tapped into patriotic feeling by championing British manufacturing, and the packaging and cheeky name are both creating a story.

Kinky Knickers Case Study  

Quick look at the Kinky Knickers brand created by Mary Portas

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