31. CURRENT
top of mind
“Bench s ads are awesome!”
sexiness and style
Likes the current ads for its sex
appeal
“I don’t really care if Bench would
change its image.”
“What matters is I still get my lingerie.”
Monday, October 29, 12
45. practicality
Comfort style
function
Years oldHS/college student
Current2
MOM
“Bra and undie shopping is a ritual that
all girlfriends go through together.”
“I like feeling like I’m in my own skin.” –
feels like themselves
Monday, October 29, 12
46. they can be more presentable
and carry themselves better
practicality
Comfort style
function
Years oldHS/college student
Current2
MOM
“Bra and undie shopping is a ritual that
all girlfriends go through together.”
“I like feeling like I’m in my own skin.” –
feels like themselves
Monday, October 29, 12
47. they can be more presentable
and carry themselves better
practicality
Comfort style
function
Years oldHS/college student
Current2
MOM
“Bra and undie shopping is a ritual that
all girlfriends go through together.”
“I like feeling like I’m in my own skin.” –
feels like themselves
idea of underwear as being “secret fun”
Monday, October 29, 12
48. “They can’t see it anyway.”
they can be more presentable
and carry themselves better
practicality
Comfort style
function
Years oldHS/college student
Current2
MOM
“Bra and undie shopping is a ritual that
all girlfriends go through together.”
“I like feeling like I’m in my own skin.” –
feels like themselves
idea of underwear as being “secret fun”
Monday, October 29, 12
50. “I pick my underwear depending on
my mood for the day.”
Buying
behavior
Monday, October 29, 12
51. “I pick my underwear depending on
my mood for the day.”
“I pick my underwear depending on
what I wear. -------------
I don’t like it to be seen.”-------
Buying
behavior
Monday, October 29, 12
52. Practical.
Comfortable.
Functional.
stylish .
“I pick my underwear depending on
my mood for the day.”
Buys
“I pick my underwear depending on
what I wear. -------------
I don’t like it to be seen.”-------
Buying
behavior
Monday, October 29, 12
53. Practical.
Comfortable.
Functional.
stylish .
“I pick my underwear depending on
my mood for the day.”
Buys
“I pick my underwear depending on
what I wear. -------------
I don’t like it to be seen.”-------
Buying
behavior
piece by piece,
sets,
or in bulk
Monday, October 29, 12
54. Practical.
Comfortable.
Functional.
stylish .
“I pick my underwear depending on
my mood for the day.”
Buys
“I pick my underwear depending on
what I wear. -------------
I don’t like it to be seen.”------- P400 - P700
a piece.
Buying
behavior
piece by piece,
sets,
or in bulk
Monday, October 29, 12
55. Degrading.
“They’re trying too hard to make a sale, to
the point that they use the bodies of their
endorsers.” DESPERATE.
Trashy&
“Tacky and scandalous ads”
“I’d purchase more if they fixed their image.”
1-2x a year or when she sees
something she likes – not often
lack of loyalty
Prices < Budget
Bench
slut
Can buy more
hate
Monday, October 29, 12
89. WHY IS this the most
profitable
aggregate?
Monday, October 29, 12
90. WHY IS this the most
profitable
aggregate?
loyalty
Monday, October 29, 12
91. WHY IS this the most
profitable
aggregate?
Market
shareloyalty
Monday, October 29, 12
92. WHY IS this the most
profitable
aggregate?
Market
shareloyalty
GOAL
Monday, October 29, 12
93. WHY IS this the most
profitable
aggregate?
Market
shareloyalty
GOAL
Increase frequency
and size
Monday, October 29, 12
94. WHY IS this the most
profitable
aggregate?
Market
shareloyalty
GOAL
Increase frequency
and size
how?
Monday, October 29, 12
95. WHY IS this the most
profitable
aggregate?
Market
shareloyalty
GOAL
Increase frequency
and size
how?
By making them aware
Of the new positioning
Monday, October 29, 12