How does an intimates designer, manufacturer and retailer with a European sensibility and a loyal following among mature women appeal to younger, more fashion forward customers without alienating their base? Through an intimate understanding of what motivates a woman at every age...looking beautiful, feeling comfortable and maximizing her assets.
AN ENCOMPASSING BRAND STUDY BEGAN WITH STORE VISITS NATIONWIDE IN WHICH WE WATCHED WOMEN SHOP AND ASKED THEM WHAT MATTERED TO THEM. WE THEN EXAMINED INDUSTRY TRENDS AND SOMA'S FORWARD LOOKING PLANS FOR ALL THE RIGHT KIND OF GROWTH. A NEW APPROACH TO (BRA)NDING!
USING HANGTAGS AND OTHER PRODUCT MARKETING AS VEHICLES, WE CREATED A BRANDING SYSTEM THAT PLACED SOMA FRONT AND CENTER, SO THAT POWER MERCHANDISE ENCOURAGED TRIAL OF NEW OFFERINGS, AND NEW OFFERINGS IN TURN HELPED KEEP THE BRAND FRESH, YOUNG AND WELL SUPPORTED. (!!)
WHILE DIRECT MAIL OFTEN DEMANDS THE MOST EFFICIENT USE OF PAPER ON PRESS, WE ASKED...WHAT IF WE STOOD OUT WITH LESSER QUALITY PAPER THAT WAS MORE EASILY RECYCLED AND MORE AFFORDABLE WITH RESPECT TO PAGE SIZE? YES, WHEN IT COMES TO GETTING NOTICED, SOMETIMES SIZE DOES MATTER.