Master Of Fashion Management

(2022-2024)

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, KANNUR

DESIGN THINKING AND STRATEGY MANAGEMENT

&
FASHION BRAND MANAGEMENT

INTRODUCING A LINGERIE BRAND USING TOOLS OF

BRAND STRATEGY MANAGEMENT

FASHION BRAND MANAGEMENT

&

DESIGN THINKING

Submitted By:

Ashmitha Rebecca R - MFM/22/545

C.M.Shobha - MFM/22/313
Ezhilarasi M. - MFM/22/510
Neshmitha N - MFM/22/248
Thrupthi Shetty - MFM/22/425
 ACKNOWLEDGEMENT

We would like to express our deepest gratitude to Prof Dr. Jaya Mathew and Prof. Pavol
Sahadevan who provided invaluable guidance and support throughout the entire process of
creating this report on the study of the womens’ inner wear market and business strategies
incorporated in two existing established brands and thereafter finding gaps and opportunities
for innovative brand strategy to be introduced and project the success of the same in the
market.

We extend our sincere appreciation for your valuable inputs and suggestions. Your extensive
knowledge and experience have greatly enriched this report. Your enthusiasm for fostering
learning has been a constant source of motivation for us.

We would also like to express our gratitude to the entire faculty team for creating an
environment that fosters learning and academic growth. Your dedication to excellence has
played a significant role in our development.

Lastly, we would like to acknowledge the support of our peers and family members who
provided encouragement and understanding throughout this endeavour. Their belief in our
abilities has been a constant source of motivation.

Thank you all for your guidance, support, and belief in our capabilities. Your contributions
have been indispensable in the successful completion of this report.
 TABLE OF CONTENTS

Abstract (i)
1. INTRODUCTION TO THE BRANDS 1
1.1. Brand Logo 1
1.2. Brand Tagline 1
1.3. Product Line 1
1.4. Market Share 5
2. STRATEGY COMPARISON FOR COMPETITIVE BRANDS 6
2.1. Ansoff Matrix 6
2.2. Red Ocean & Blue Ocean Strategies 9
2.3. STP Analysis 12
2.4. BCG Matrix 15
2.5. SWOT Analysis 16
2.6. Strategic Position and Action Evaluation (SPACE) Matrix 20
2.7. IE (Internal- External) matrix 23
2.8. Competitive Profile Matrix (CPM) 25
2.9. Quantitative Strategic Planning Matrix (QSPM) 27
3. INTRODUCTION TO THE BRAND 30
3.1. Type of Brand 30
3.2. Brand Architecture 30
4. BRAND DNA 31
4.1. Brand Identity 31
4.2. Brand Image (Perception) 32
4.3. Brand Personality: Sophistication 32
4.4. Brand Positioning 33
5. AIDA MODEL 33
5.1. Attention 34
5.2. Interest 34
5.3. Desire 35
5.4. Action 36
6. BUSINESS MODEL 36
7. BRAND IDENTITY PRISM 37
8. BRAND PLANNING MODEL 38
8.1. Brand Positioning Model 38
8.2. Brand value chain model & Resonance model 39
8.3. Brand resonance model 41
9. CUSTOMER EQUITY 42
9.1. Value Equity 42
 9.2. Brand Equity 42
9.3. Relationship Equity 42
10. DESIGN THINKING TOOL FOR USER PERSONA 43
10.1. Empathy Map 43
10.2. Visual Board 43
10.3. User Persona 43
 TABLE OF FIGURES

Fig 1: Brand Logos 1

Fig 2: Diana’s Bra 1
Fig 3: Dina’s Nightwear 2
Fig 4: Diana’s Panties 2
Fig 5: Diana’s Swimwear 2
Fig 6: Concurves’ Bra 3
Fig 7: Concurves’ Wireless Bra 3
Fig 8: Concurves’ Bralette 3
Fig 9: Concurves’ Bra Top 4
Fig 10: Concurves’ Underwear1 4
Fig 11: Concurves’ Underwear 2 4
Fig 12: Concurves’ Adaptive Underwear 5
Fig 13: Market share of Intimate wear brands 5
Fig 14: Ansoff Matrix analysis 6
Fig 15: Red Ocean and Blue Ocean for Diana 9
Fig 16: Red Ocean and Blue Ocean for Diana 11
Fig 17: BCG Matrix for Diana 15
Fig 18: BCG Matrix for Concurves 15
Fig 19: SWOT for Diana 16
Fig 20: SWOT for Concurves 19
Fig 21: SPACE Matrix Template 20
Fig 22 : SPACE Matrix 22
Fig 23 : IE Matrix Template 23
Fig 24 : IE Matrix for Diana & Concurves 24
Fig 25: D’Comrie Logo 31
Fig 26: Brand Image D’Comrie 32
Fig 27: AIDA Model 33
Fig 28 : Brand Model Canvas 33
Fig 29: Brand Identity Prism 36
Fig 30 : Business Positioning Model 38
Fig 31 : Brand Value Chain Model 39
Fig 32: Business Resonance Model 41
Fig 33 : Empathy Map 43
 ABSTRACT

This report delves into a comprehensive study of the women's innerwear market, focusing on
the business strategies employed by two established brands. The analysis encompasses a
detailed examination of market trends, consumer behaviours, and the strategic approaches of
these leading brands within the innerwear industry. By scrutinising the methods and
successes of these established entities, this study aims to identify gaps and opportunities ripe
for innovative brand strategies in this competitive market.

The investigation meticulously evaluates key aspects such as product range, marketing
tactics, consumer engagement strategies, and brand positioning utilised by the established
brands. Leveraging this comparative analysis, the report endeavours to pinpoint untapped
areas and potential opportunities for a new entrant in the market. The proposed innovative
brand strategy seeks to address identified gaps while projecting its potential success amidst
the existing competitive landscape.

By assimilating data-driven insights and industry expertise, this report not only identifies
these market opportunities but also envisages the strategic trajectory for a novel brand to
carve its niche. This forward-looking analysis anticipates the innovative strategies that could
redefine the women's innerwear segment, projecting the envisaged success within the
competitive market scenario.
1. INTRODUCTION TO THE BRANDS
1.1 Brand Logo

Fig 1: Brand Logos

1.2 Brand Tagline

Diana: “The Ideal Body” Concurves: “Feel good fashion for every you”

1.3 Product Line

1.3.1 Diana

Diana is renowned for its diverse product line, encompassing lingerie, swimwear, beauty
products, and accessories. Within the lingerie category, the brand offers an extensive array of
options, including bras, sports bras, wireless bras, and various styles and sizes of panties,
bikinis, and thongs. Additionally, Diana provides a selection of shapewear products, such as
body shapers and slimming tank tops, catering to different preferences. The sleepwear and
loungewear collection includes a range of comfortable and stylish options like pyjamas,
robes, and nightgowns. Furthermore, the brand extends its offerings to swimwear, featuring
one-piece swimsuits, and cover-ups like beach dresses and pants, ensuring a comprehensive
and fashionable selection for its customers.

Lingerie:
a.Bras
1. Push-up bras, 2.Sports bras, 3.Strapless bra

Fig 2: Diana’s Bra

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B. Nightwear:
1.short pyjama set 2.robe

Fig 3: Dina’s Nightwear

C. Panties:
1.Thong panty, 2.Shorties Boyshorts

Fig 4: Diana’s Panties

D. Swimwear:

Fig 5: Diana’s Swim wear

1.3.2 Concurves

Concurves has the following products in their product line:

a) Bras
- Lightly Lined Bras / Push Up Bras

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 Fig 6: Concurves’ Bra

- Wireless Bras

Fig 7: Concurves’ Wireless Bra

- Strapless Bras / Adaptive Bras / Sports Bras

b) Bralette
- Lace Bralettes / Seamless Bralettes / Bodysuits

Fig 8: Concurves’ Bralette

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- Bra Tops / Sports Bras / Padded Bralettes

Fig 9: Concurves’ Bra Top

c) Undies

- Thong Underwear / Boybrief Underwear / Bikini Underwear

Fig 10: Concurves’ Underwear1

- Cheeky Underwear / Boyshort Underwear / Period Underwear

Fig 11: Concurves’ Underwear 2

4
 - Adaptive Underwear

Fig 12: Concurves’ Adaptive Underwear

1.4 Market Share

In 2015, Diana dominated the women's intimate clothing market with a robust 32% market
share. However, since the introduction of Concurve in 2016, Diana has experienced a
decrease in market share, currently resting at 19%. Meanwhile, Concurve has successfully
carved out its space, securing a 10% share of the market

Fig 13: Market share of Intimate wear brands

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2. STRATEGY COMPARISON FOR COMPETITIVE BRANDS
2.1 Ansoff Matrix

Fig 14: Ansoff Matrix analysis

2.1.1. Ansoff Matrix Analysis -Diana

- Product Development of Diana

Diana, the prominent lingerie company, is not just engaged in the sale of aesthetically
pleasing underwear. The company is intricately combining innovation, strategic development,
and consumer interaction to guarantee its ongoing growth and domination in the highly
competitive fashion industry. Here is a detailed examination of the individual threads that
compose this complex fabric:

Product Development: The Harmonies of Innovation

Diana's research and development staff is engaged in more than simply casual
experimentation. They are creating new musical compositions. The incorporation of novel
features and materials into the existing product lines serves to captivate existing clients and
entice new ones. However, there is more to it. Diana fearlessly ventures into unexplored
domains, creating innovative product ranges to capitalize on emerging trends and access
unexplored markets.

This ongoing invention is not an individual endeavor. Diana engages in collaborative

partnerships to optimize resource use and mitigate hazards. It resembles a musical group,

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where each instrument contributes its own voice to produce a more elaborate and influential
sound.

Expansion: The Synergies of Development

Diana's aspirations beyond its current markets. It actively pursues new opportunities, yet does
not just enter abruptly with the same melody. Every area receives a distinct and exclusive
layout. Marketing, goods, and communication methods are customized to effectively connect
with local audiences, creating a seamless integration with varied cultures.

To get international recognition, one must create and practice a distinct kind of music that is
carefully crafted and prepared. Diana conducts an analysis of the global environment,
comprehending subtle cultural distinctions and making preparations for a triumphant
introduction. It resembles a magnificent opera, requiring meticulous strategizing and
impeccable implementation.

However, expansion encompasses more than simply expanding into new markets; it also
involves identifying concealed target demographics inside current ones. Diana adeptly
identifies and caters to these specialized areas, adapting its solutions to meet the unique
requirements and tastes of its customers. This heterogeneity enhances the brand's overall
harmony, making it more robust and impactful.

Ultimately, in emerging markets, Diana not only showcases her talent. It fosters connections
by providing client knowledge and promoting active involvement. The emphasis on
establishing connections guarantees sustained success, akin to a highly acclaimed encore that
leaves the audience yearning for further performances.

Brand Enchantment

Diana understands that a prosperous brand goes beyond its goods; it involves establishing an
emotional connection with its consumers. This relationship serves as a dynamic and rhythmic
force that permeates every facet of the brand.

Diana enhances its vocal presence by using focused campaigns and leveraging social media
platforms, guaranteeing that its message strikes a chord with clients across all markets. The
"Angels," who are supermodel muses, personify the brand's principles, creating an inspiring
image that attracts consumers.

However, Diana's power transcends just words and imagery. It generates captivating
experiences, such as high-end storefronts and temporary events, that let consumers to deeply
connect with the brand's identity. It resembles a live concert, creating a lasting bond that goes
beyond the product itself.

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At last, Diana comprehends the significance of societal duty. The inclusion of causes such as
female empowerment and sustainability enhances the significance of its melody, appealing to
mindful customers and reinforcing their devotion.

Diana's success is not limited to a single aspect of her performance. This is a harmonious
blend of creativity, growth, and integration, with each element meticulously coordinated to
provide a distinctive brand presence in the dynamic realm of fashion. Keep in mind that
invention is the main theme, expansion is the complementary element, and connection is the
rhythmic pattern that sustains Diana's performance even after the show ends.

2.1.2. Ansoff Matrix - Concurves

- Market penetration of Concurves

Concurve's Growth Symphony: 5 Strategies to Captivate Customers

Concurve is not just engaged in the sale of underwear; rather, it is orchestrating a symphony
of expansion using five potent instruments:

Enlarged Retail Chorus: Concurve's expanding physical footprint provides clients with a
concrete point of contact to engage with the brand, especially in the era of digital technology.
Traditional physical shops integrate with online platforms, resulting in a cohesive and
uninterrupted brand encounter.
Concurve's digital presence: It is enhanced by user-friendly websites, visually appealing
product displays, and active participation on popular social media platforms like Instagram
and TikTok. This strategy effectively maintains customer interest and contributes to increased
sales.

Marketing Cadence Focused on Specific Target Audience: Concurve specifically targets its
demographic - adolescent females between the ages of 15 and 24. By forming alliances with
influencers, conducting social media campaigns, and implementing targeted online
advertisements, they guarantee that their message of inclusivity, body acceptance, and
confidence effectively connects with the intended audience.

Expansion of Product Line: Concurve now offers a wider range of products beyond
underwear and athletics. By including loungewear, swimwear, and a variety of styles into
current categories, buyers are provided with a more extensive selection to choose from
throughout their shopping experience.

Embracing Lesser-Known Rhythms: Concurve acknowledges the significance of addressing

specific and specialized requirements. Their dedication to diversity is shown by extended size
ranges, lines for sports, and collections for expecting moms, which also serve to attract new
consumers.

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Through the implementation of these five growth methods, Concurve is creating a
harmonious symphony of success that captivates clients and ensures their continued
patronage.

2.2 Red Ocean & Blue Ocean Strategies

2.2.1. Red Ocean & Blue Ocean Strategy for Diana

Fig 15: Red Ocean and Blue Ocean for Diana

The red ocean technique used by Diana has shown to be effective in previous instances, but
its constraints are becoming more evident. In order to guarantee their future prosperity, it is
essential for them to modify their approach, wholeheartedly embrace novelty, and give
precedence to cultivating more profound client connections. Only in this manner can they
successfully traverse the fiercely competitive market and discover untapped opportunities for
development.

Intense Competition: The lingerie industry is filled with well-established companies such as
Maidenform, as well as emerging players like ThirdLove. Diana is seeing fierce competition
in its efforts to gain market share and maintain client loyalty.

Emphasizing Differentiation: Diana distinguishes themselves by cultivating an image of

opulence, allure, and exclusivity. This uniqueness is achieved by the use of costly materials,
sophisticated fashion designs, and a meticulously curated brand experience inside their retail
establishments.

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Restricted Market Expansion: The lingerie market is currently not seeing substantial
growth, hence limiting Diana’s potential for further development. They must vigorously
compete for every fraction of their current market share.

Emphasize the reduction of costs and improvement of operational efficiency: Diana

implements many cost reduction tactics, such as outsourcing manufacturing to nations with
more economical labor expenses, in order to sustain their elevated profit margins in the face
of pricing competition.

Their primary focus is in marketing and shaping brand perception. They allocate significant
resources into marketing campaigns, securing celebrity endorsements, and creating an
appealing retail environment. This strategic approach allows them to maintain their brand
image and effectively draw in consumers.

The Prospects of Diana's Strategy:

To achieve equilibrium between distinction and cost-efficiency, they must discover methods
to maintain their brand image while providing competitive pricing and adhering to ethical
manufacturing standards. To remain at the forefront and meet changing client demands, it is
necessary for them to allocate resources towards adopting new technology and design
methodologies. To enhance client relationships, it is essential to transcend mere product sales
and prioritize the establishment of trust and loyalty via the provision of tailored experiences
and exceptional customer service.

The Red Ocean technique may achieve short-term success, but its limits become apparent
over time. Enterprises that only depend on red ocean strategy have obstacles such as slow
expansion, fierce rivalry, and declining profitability. In order to achieve sustained success,
organizations should contemplate the adoption of blue ocean strategies, which prioritize the
creation of new markets and unchallenged market territory, hence presenting enhanced
prospects for enduring development and distinctiveness.

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2.2.2. Red ocean and Blue ocean Strategies for Concurves

Fig 16: Red Ocean and Blue Ocean for Diana

Concurves, a well-known brand specializing in lingerie and loungewear, successfully

positioned itself in the market by effectively combining both traditional and innovative
business strategies. By using this dual approach, the brand has not only succeeded in a very
competitive sector, but also managed to establish a distinct niche that strongly appeals to the
changing tastes and values of modern customers.

Red Ocean Strategies :

Focus on differentiation via realism: Concurves distinguishes itself by presenting a more

authentic and inclusive depiction of beauty in its advertising and marketing efforts.
Concurves use of unretouched models distinguishes it from its rivals by promoting body
acceptance and inclusion, in contrast to the conventional practice of retouching pictures.

Corporate Social Responsibility: Concurves has adopted a socially conscientious strategy by

pledging to refrain from digitally altering the appearance of models. Consumers who value
openness and authenticity in advertising are drawn to this ethical position, which enhances
the brand's favourable reputation.

High-quality merchandise offered at competitive prices: Concurves provides high-quality

merchandise at affordable costs, according to red ocean ideals. This approach enables the
brand to successfully compete on price, attracting cost-conscious customers in the very
competitive lingerie sector.

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Robust E-commerce Influence: Concurves has made a financial commitment to enhance its
e-commerce infrastructure, acknowledging the significance of the digital realm. This allows
the brand to successfully compete in the online marketplace, where a significant number of
customers choose to make purchases.

Blue Ocean Strategies:

Inclusive Marketing: Concurves marketing strategy, which prioritizes body acceptance and
diversity, establishes a unique market space by questioning conventional beauty norms. The
brand's celebration of varied body shapes caters to customers who want genuine portrayals of
beauty.

Concurves Real Campaign: The Concurves Real campaign, which showcases unaltered
models, is an innovative marketing approach that surpasses the conventional standards of the
business. Not only does it distinguish Concurve from others, but it also establishes a new
market segment that places importance on genuineness and confronts unattainable ideals of
beauty.

Social activism and personal empowerment: Concurves involvement in societal matters,

such as promoting mental health awareness and empowering women, is in accordance with
the concepts of blue ocean strategy. Concurves strategic approach to include these concerns
into their branding creates a distinctive market niche that strongly appeals to customers that
prioritize social consciousness.

Revolutionary Retail Encounter: Concurves has conducted trials with inventive retail ideas,
such as the Concurves REAL Pop-Up experience. This technique of blue ocean enriches the
whole consumer experience by providing a distinctive and captivating setting for shoppers.

2.3 STP Analysis

2.3.1 STP of Diana

Segmentation:

Demographics:The target demographic for Diana consists of women aged 18 to 35,

predominantly college-educated, with middle to high incomes. This audience comprises
professionals, creatives, and entrepreneurs, reflecting a diverse group of educated and
ambitious individuals. Diana aims to connect with these dynamic women through its products
and marketing, acknowledging their varied interests and lifestyles within the 18 to 35 age
range.

Psychographics:Diana is a brand for the modern woman who is confident, stylish, and
always on the go. She values body positivity, self-expression, and enjoys the finer things in

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life. Her interests include fashion, beauty, fitness, travel, and entertainment. She is a
trendsetter who is always looking for the latest and greatest in everything.

Behavioral: Diana holds a special place in the hearts of its customers, fostering genuine
brand loyalty that extends to its sub-brands like PINK and Diana Beauty. Whether it's a
special occasion, a well-deserved self-gift, or the perfect present for someone special, Diana
offers something for everyone. With purchasing frequency ranging from moderate to high,
and dedicated fans falling into the light, medium, and even heavy user categories, it's clear
that Diana has successfully woven itself into the lives of its loyal customers.

Targeting:

Diana once focused solely on young, affluent women with a certain body type. However , the
brand has recently undergone a shift, expanding its target market to embrace a wider
spectrum of women. This includes women of various sizes, ethnicities, and backgrounds,
reflecting a more inclusive and diverse representation of contemporary beauty.

Diana's commitment to inclusivity extends beyond size, embracing diversity in ethnicity and
gender identity as well. Diana strategically caters to individuals in the early stages of their
careers who aspire to embrace trendy and fashionable attire.particularly keen on attending
events and investing in new and upscale clothing for various occasions. The target age range
is from 17 to 26 years old, capturing the youthful energy and style preferences.also age group
from 20 to 40 years old, acknowledging a broader spectrum of fashion-conscious consumers
seeking quality apparel for diverse events and milestones.

Positioning:

Diana positions itself as a premium lingerie brand, focusing on offering high-quality products
with a touch of luxury, glamour, femininity. The brand's pricing strategy is designed to align
with the perceived value of its products, which are associated with elegance, sensuality, and
empowerment.

Diana has strategically positioned itself in the market by providing distinctive services to
meet the diverse demands of its customers. Specialising in designer clothing, the brand assists
women in cultivating their personal styles. With a focus on branded western wear not
commonly accessible, Diana offers an extensive collection encompassing various sizes and
styles, effectively addressing the emotional preferences and desires of its targeted customer
base.

2.3.2 STP of Concurves

Segmentation:

DEMOGRAPHICS:Concurves targets young women between 15 and 30 years old, primarily

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students and young professionals. They prioritise affordability, aiming to cater to those with
lower to middle income levels.

PSYCHOGRAPHICS:Concurves resonate with active, sporty, and casual young women who
prioritise comfort and confidence. They champion body positivity, self-acceptance,
authenticity, and individuality. Whether they're hitting the gym, enjoying the outdoors, or
simply hanging out with friends, their lifestyle is vibrant and engaging. Their interests
encompass sports, fitness, fashion, beauty, and staying connected through social media.

BEHAVIORAL:Concurves fosters strong brand loyalty among its customers who deeply
connect with its values. Everyday essentials, activewear, and self-gifts are key purchase
motivators, with customers exhibiting moderate to high purchase frequency. This loyalty
translates to a diverse user base encompassing light, medium, and heavy users, solidifying
Concurves's presence in their lives.

Targeting:

Concurves primarily target young women from 14-24 who are active, confident, and
comfortable in their own skin. The brand aims to empower and celebrate all body types and
promote self-love.

Positioning:

Concurves positions itself as a body-positive brand that offers comfortable, stylish apparel for
all women. The brand is known for its real, unretouched photos and campaigns featuring
diverse models of different sizes and ethnicities.

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2.4 BCG MATRIX

2.4.1 BCG MATRIX OF DIANA

Fig 17: BCG Matrix for Diana

Diana BCG Matrix analysis reveals a need for strategic focus. While sub brands like PINK
bras and panties which always remain as a star where the market growth and market shares
are high , others like Diana sport bras require critical decisions to ensure future success. Also
Diana Night suite and Diana swimsuits market share is going well but not the market growth.
So the Diana beauty and accessories growth and market share are at the least.Diana needs to
invest wisely, prioritise innovation, and adapt to changing consumer demands to ensure its
overall brand portfolio remains strong and competitive in the future.

2.4.2 BCG MATRIX OF CONCURVES

Fig 18: BCG Matrix for Concurves

Concurve’s BCG Matrix analysis reveals a strong and growing brand. While its lingerie
products like bras, panties and bralets intimate segments shine as stars, segments like

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Concurve Athleisure and activewear require careful consideration and strategic decisions. So
the basic lingerie and sleepwear of concave brands are having a good form of market share
but not growth. Concurve needs to continue investing in its star segments, strategically
develop question mark segments, and evaluate the future of its dog segment to ensure its
overall brand portfolio remains competitive and continues to thrive in the ever-evolving
apparel market.

2.5 SWOT Analysis

2.5.1 SWOT Diana

Fig 19: SWOT for Diana

Strengths:

● Brand Presence: Brand recognition and visibility on a national and worldwide scale
with over 1000 corporate outlets throughout the world.

● Premium Customer: Diana’s best strength is its huge list of devoted consumers who
purchase lingerie and innerwear from the company regularly.

● Marketing and Advertising: The brand has been able to penetrate the minds of
female audiences through commercials in glossy fashion publications and brand
placements in films. Active internet marketing by the company, includes active blogs,
social media presence, and catalogues to raise awareness of their product lines.

● Global Reach: Diana has stores in various countries and continents, making it a
global player in the lingerie market.

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Weakness:

● Research and Development: Investment in R&D is lower than that of the industry’s
fastest-growing companies. Despite spending more on research and development than
the industry average, Diana has been unable to compete in terms of innovation with
the industry’s leading companies. It appears to be a well-established company eager to
release goods with market-proven characteristics.

● High Attrition Rate: In comparison to other companies in the sector, Diana has a
greater turnover rate and should spend significantly more on staff training and
development than its competitors.

● Poor Penetration: The majority of Diana consumers live in Tier 1 or urban areas. As
a result, the majority of their outlets are in cities, and the brand’s penetration into
smaller towns is quite minimal. Most markets, on the other hand, are focusing on
these areas.

● Switching to a New Product Line: To compete with the lower-cost competitors, the
company began to focus on new product lines. Some of the most recent product
introductions have received negative responses from the market, particularly in terms
of comfort. As a result, many of the brand’s long-term customers have switched to
competitor brands.

● High Day Inventory: When compared to rivals, days inventory is high, forcing the
company to acquire more funds to spend in the channel. This may affect Diana’s
long-term growth.

● Perception of Exclusivity: Diana has historically been criticized for promoting a

limited and specific beauty standard, mainly through its selection of models for the
annual fashion show. The brand’s portrayal of the “ideal” body type faced backlash in
a society moving towards more inclusivity and body positivity.

Opportunities:

● Emerging Markets: Because of rising income levels, rising population, and most
importantly, changing gender equations among youngsters, which involves openness
of sexuality, emerging markets are promising for Diana growth.

● New Taxation Policy: The new tax policy might have a big influence on company
practices and provide new opportunities for established businesses like Diana to raise

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 profits.

● Online Advantage: The corporation has put a lot of money into the internet platform
in the last few years. Diana has gained access to a new sales channel as a result of this
investment. In the next few years, the corporation can capitalise on this potential by
better understanding its customers and meeting their demands using big data
analytics.

Threats:

● Intense Competition: Over the previous two years, stable profitability has expanded
the number of participants in the market, putting downward pressure on not only
profitability but overall sales.

● Fake Products: Several brands are replicas of well-known designer labels. People are
hesitant to spend a lot of money on lingerie, so they go for cheaper replicas.

● Emerging Local Distributors: Local distributors’ growing power poses a challenge

in some sectors, as the competition pays local distributors better margins.

● Online Market: The present physical infrastructure-driven supply chain paradigm

may be threatened by changing customer buying behaviour through online networks.

● Less Discount: When it comes to product promotion and discounts, most lingerie
companies go above and beyond what Diana does.

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2.5.2 SWOT Concurves

Fig 20: SWOT for Concurves

Strengths:
● Firstly, their sound and innovative marketing strategies stand out. The company is
renowned for positioning itself as a brand that promotes self-confidence and
positivity. Celebrating diversity by featuring women of various body types and
ethnicities, embracing their natural beauty without any retouching in photographs.
● Secondly, Concurve’s commitment to sustainability stands strong, notably seen in
their product range. Concurve’s diversification within its parent brand by offering
intimates, loungewear, and swimwear has significantly contributed to increased
revenue.

Weaknesses:

● Ethically, transparency in their supply chain remains a concern. While they share
substantial information about their sourcing and relationships on a separate platform,
the lack of public disclosure raises doubts about their complete supply chain visibility.
● Additionally, the brand's limited reach and global presence pose challenges.

Opportunities:

● Expanding shop-in-shop locations within parent brand stores and focusing on

e-commerce growth could enhance Concurve's market share and reach.
● Increasing store counts and targeting lucrative regions could also bolster the brand's
expansion efforts.

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Threats:

● Similar designs available in the market. It is very easy for the customers to shift
brands as similar designs in lower prices are available in the market.

● Like any brand Concurve also can be affected by recession which will directly impact
the sales.

● Price wars amongst competitors can make it very difficult for Concurve to sustain in
the market.

2.6 Strategic Position and Action Evaluation (SPACE) Matrix:

The SPACE Matrix is a management tool that helps organizations analyze and determine an
appropriate strategy based on internal and external factors. The acronym "SPACE" stands for
Strategic Position and Action Evaluation. This matrix involves identifying key internal and
external factors and the evaluation of their impact on the organization's strategic position.

It considers four dimensions: Stability, Competitive Position, Industry Strength, and

Environmental Stability. Based on scores in these dimensions, it categorizes strategies into
four quadrants: CONSERVATIVE, AGGRESSIVE, DEFENSIVE, and COMPETITIVE
helping organizations plan appropriate strategies based on their current position in the
market.

Fig 21: SPACE Matrix Template

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 Financial Positioning

Diana Concurves

Revenue 6 Revenue 3

Profit 3 Profit 2

Liquidity 3 Liquidity 2

Comapny Worth 6 Comapny Worth 6

Quick Ratio 2 Quick Ratio 2

Financial Strength average (FS) 4 Financial Strength average (FS) 3

Competitive Positioning

Diana Concurves

Market Share -3 Market Share -5

Product quality -1 Product quality -2

Customer Loyalty -2 Customer Loyalty -3

Technology Know-How -4 Technology Know-How -4

Control over supply/Distributors -3 Control over supply/Distributors -4

Competitive positioning average -2.6 Competitive positioning average -3.6

(CP) (CP)

Industry Positioning

Diana Concurves

Growth Potencial 4 Growth Potencial 5

Financial Stability 3 Financial Stability 4

Ease of entry to market 5 Ease of entry to market 4

Resistance to economic downtowns 3 Resistance to economic downtowns 4

Profit potentials 4 Profit potentials 5

Industry Position average (IP) 3.8 Industry Position average (IP) 4.4

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 Stability Positioning

Diana Concurves

Rate of Inflation -4 Rate of Inflation -3

Technology changes -4 Technology changes -4

Counterfeit Products -5 Counterfeit Products -4

Competitive Pressure -5 Competitive Pressure -4

Barrier to Entry to market -5 Barrier to Entry to market -4

Stability positioning average -4.6 Stability positioning average (SP) -3.8

(SP)

2.6.1 Space matrix co-ordinate calculation & diagram

Diana:
X axis: IP + CP = 3.8 + (-2.6) = 1.2
Y axis: FP + SP = 4 + (-4.6) = -0.6
(Co-ordinate) = (1.2, -0.6)

Concurves:
X axis: IP + CP = 4.4 + (-3.6) = 0.8
Y axis: FP + SP = 3 + (-3.8) = -0.8
(Co-ordinate) = (0.8, -0.8)

Fig 22 : SPACE Matrix

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2.6.2 Interpretation of SPACE Matrix
Both Diana and Concurves are oriented toward competitive quadrant. Being in the
Competitive Quadrant indicates a need for strategic initiatives to strengthen the internal
position while taking advantage of external opportunities. Both organizations need to
carefully balance their resources and capabilities to compete effectively in an attractive
industry or market. They have a Weak Internal Position and an Attractive External
Environment.

2.7 IE (Internal- External) matrix:

The IE Matrix evaluates a company's position by considering its internal strengths and
weaknesses alongside external opportunities and threats. The IE Matrix assesses a company's
internal strengths, weaknesses, external opportunities, and threats, categorizing them into
quadrants:

Question Mark: High opportunities, weak strengths.

Winner: Strong strengths and opportunities.
Loser: Weak strengths and facing threats.
Average: Moderate in both strengths and opportunities.
Productive Producer: Moderate strengths, facing substantial threats.

Fig 23 : IE Matrix Template

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2.7.1 IE Score of Diana

IFE Score EFE Score

Weighted Average Strength: 5.0 Weighted Average Opportunity: 4.8

Weighted Average Weakness: 2.5 Weighted Average Threat: 3.0
IFE Score: (5.0 + 2.5) / 2 = 3.75 EFE Score: (4.8 + 3.0) / 2 = 3.9

2.7.2 IE Score of Concurves:

IFE Score EFE Score

Weighted Average Strength: 4.25 Weighted Average Opportunity: 4.5

Weighted Average Weakness: 2.75 Weighted Average Threat: 3.2
IFE Score: (5.0 + 2.5) / 2 = 3.5 EFE Score: (4.5 + 3.2) / 2 = 3.85

2.7.3 Interpretation of IE Matrix

● Both Diana and Concurves have balanced position in terms of internal strengths and
weaknesses.
● Diana has a slightly higher EFE score of 3.9 compared to Concurves's 3.8, suggesting
potentially more favorable external opportunities.

Fig 24 : IE Matrix for Diana & Concurves

Both brands lie in the growing and building stage (Winner), as they both have higher IFE
and EFE averages.

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 2.8 Competitive Profile Matrix (CPM)

Diana Concurve

Key Success Factor Weightage Score Weighted score Score Weighted score

Strong Brand Image 0.15 4 0.60 3 0.45

Product Quality 0.12 3 0.36 4 0.48

Variety of products 0.10 4 0.40 4 0.40

competitive Pricing perception 0.10 3 0.30 4 0.40

Effective Marketing & Ads 0.12 4 0.48 3 0.36

Solid Online presence 0.10 4 0.40 4 0.40

Strong Customer loyalty 0.08 2 0.16 3 0.24

programs

Physical retail presence 0.08 2 0.16 4 0.36

Customer service 0.10 4 0.40 3 0.40

Social responsibilities 0.05 2 0.10 4 0.20

Total 1.00 3.36 3.69

Strong Brand Image (Weight: 0.15):

Both Diana and Concurve have strong brand images, but Concurve scores slightly higher.
This suggests that Concurve is perceived as having a more favorable and contemporary brand
image in the market.

Product Quality (Weight: 0.12):

Concurve scores slightly higher in product quality. This implies that consumers perceive
Concurve’s products to be of slightly better quality than those of Concurve.

Variety of Products (Weight: 0.10):

Both brands score higher in offering a variety of products..

Competitive Pricing perception (Weight: 0.10):

Concurve outperforms Diana in pricing, suggesting that Concurve's products are perceived as

25
more competitively priced or value-for-money compared to Diana.

Effective Marketing and Ads (Weight: 0.12):

Aerie has a slightly higher score in marketing and advertising, indicating that Concurve's
promotional efforts may be more effective or resonate better with consumers.

Solid Online Presence (Weight: 0.10):

Both companies have strong online presences, but Diana scores slightly higher. This implies
that Diana has a more robust and effective online strategy.

Strong Customer Loyalty Programs (Weight: 0.08):

Concurve has a higher score in customer loyalty programs, suggesting that Concurve's loyalty
initiatives are more appealing or successful in retaining customers.

Physical retail presence (Weight: 0.08):

Diana scores higher in store locations, indicating that it may have a more extensive physical
retail presence compared to Concurve.

Customer Service (Weight: 0.10):

Both companies score relatively high in customer service, with Diana having a slight edge.
This suggests that both brands prioritise providing good customer service experiences.

Social Responsibility (Weight: 0.05):

Concurve scores higher in social responsibility, implying that Concurve may have more
visible and effective corporate social responsibility initiatives.

Total Scores:

Concurve's total score is slightly higher than Diana, indicating that Concurve performs better
overall in the selected key success factors.

2.10.1 Implications of CPM:

● Concurve has a slightly higher total score than Diana, suggesting that it is performing
better based on the selected key success factors.
● Concurve excels in factors such as Brand Image, Product Quality, Pricing, Marketing
and Advertising, and Customer Loyalty Programs.
● Diana, on the other hand, performs well in Variety of Products, Store Locations, and
Customer Service.
● Both companies have relatively strong scores in Online Presence and Social
Responsibility.

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 2.9 Quantitative Strategic Planning Matrix (QSPM)

2.9.1 QSPM of Diana

Creating a Quantitative Strategic Planning Matrix (QSPM) for Diana, involves evaluating
internal and external alternatives. For internal strategy, focusing on new market penetration
can entail expanding product lines or targeting untapped demographics. On the external front,
a change in marketing communication can involve leveraging digital platforms, revamping
branding, or emphasising sustainable practices. The QSPM allows Diana to objectively assess
these alternatives, assigning weights and ratings to factors like brand image, market
competition, and consumer preferences. By quantifying the impact of strategies, Diana gains
a strategic roadmap, aiding informed decision-making for sustainable growth and market
relevance.

Internal Strategy for Diana: Revamp, reinvigorate, and redefine – Diana is poised for a
lingerie revolution with a new market penetration strategy.

External Strategy for Diana: Catch the eye, captivate the heart – Diana embraces a chic
makeover in marketing communication, weaving tales of allure and sophistication.

Internal AS External AS
Market Penetration Marketing communication

Key Success Factor Weightage AS TAS (I) AS TAS (E)

Score(I) Score(E)

Strength

Optimise online presence 0.10 4 0.40 2 0.20

Wide range of products 0.08 3 0.24 3 0.24

Strong brand image 0.08 4 0.36 4 0.36

Weakness

Improve pricing perception 0.10 2 0.20 2 0.20

Product quality 0.15 4 0.60 2 0.30

Opportunity

Tap into eco friendly products 0.05 4 0.20 4 0.20

R&D on product quality 0.12 4 0.48 4 0.48

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Effective marketing 0.10 3 0.30 4 0.40
communication

Strengthen customer loyalty 0.08 2 0.16 3 0.24

Threats

Competitive pricing 0.6 2 0.12 2 0.12

Less focus on Retail stores 0.8 3 0.36 3 0.24

Total 1.00 3.42 2.98

Interpretation & Result

Diana

Iteration 1:Internal Strategy for Diana: Market penetration - 3.42

Iteration 2:External Strategy for Diana: New marketing communication - 2.98

A higher score in Market penetration, it is safe to say that it's best for Diana to focus on their
internal strategic changes.

2.9.2 QSPM of Concurve

Crafting a Quantitative Strategic Planning Matrix (QSPM) for Concurve, involves assessing
internal and external strategies. Internally, retail store expansion beckons, enhancing
accessibility and brand presence. This entails strategic placement in key locations and the
creation of immersive in-store experiences. Externally, venturing into other countries presents
a global growth opportunity, diversifying the market and fostering international appeal. The
QSPM, by assigning weights and ratings to factors like market potential and operational
feasibility, provides a roadmap for Concurve's expansion. It facilitates data-driven
decision-making, ensuring a harmonious blend of internal strengthening and external
expansion for sustained success.

Internal Strategy for Concurve: Curves that captivate, stores that resonate – Concurve
unveils a lingerie sanctuary with our retail expansion, where every curve finds its perfect fit.

External Strategy for Concurve: From lace to global grace – Concurve embraces a new
frontier, stepping into international allure with our lingerie, spreading elegance across
borders.

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 Internal AS External AS
Retail Expansion Entry to new country

Key Success Factor Weightage AS TAS (I) AS TAS (E)

Score(I) Score(E)

Strength

Competitive pricing strategy 0.9 3 0.27 4 0.36

Wide range of products 0.12 3 0.36 2 0.24

Strong E-commerce growth 0.08 4 0.36 3 0.24

Weakness

Improve pricing perception 0.10 3 0.30 2 0.20

Less number of stand alone store 0.10 2 0.20 4 0.40

Opportunity

Expanding physical retail stores 0.08 4 0.36 4 0.36

Expand to other countries 0.05 3 0.15 4 0.20

Strengthen social responsibility 0.12 3 0.36 2 0.24

Strengthen customer loyalty 0.10 2 0.20 3 0.30

Threats

Competitive pricing 0.7 2 0.14 2 0.14

Intense competition in the lingerie 0.9 3 0.27 4 0.36

industry

Total 1.00 2.97 3.04

Interpretation & Result

Concurve

Iteration 1:Internal Strategy for Concurve: Retail expansion - 2.97

Iteration 2:External Strategy for Concurve: Entry to new country - 3.04

With a very few difference in number the external strategy for concurve would be the best
option that goes with convurve’s vision.

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3. INTRODUCTION TO THE BRAND
The current analysis suggests that Diana is experiencing a decline in its market value and
share, largely attributed to emerging competitors who possess a more favorable brand
perception. However, there lies a promising opportunity for Diana to diversify and enter the
comfort intimate wear market, infusing their distinctive touch of glamour into this segment.

The idea here is to create a sub brand within Diana which caters to the new market of comfort
lingerie. The process of introducing would include the following approaches

● Market Gap: Market research to understand the target audience's desires and unmet
needs of stylishly cozy lingerie, Diana can then establish a unique brand identity and
position itself distinctively in the market.
● Product Range: Developing a range of high-quality, comfortable yet stylish lingerie
products follows, ensuring that the designs cater to the identified market gaps.
● Marketing efforts: Multi-faceted, utilizing digital platforms, influencers, and
strategic advertising to create awareness and interest with availability to the
customers.
● Customer experience: Prioritizing customer experience through exceptional service
and feedback incorporation rounds off the strategy, ensuring continual improvement
and resonance with the customers.
● Launch Campaigns: A well-planned and executed launch campaign will generate
excitement and anticipation, paving the way for a successful entry into the comfort
lingerie market for Diana's sub-brand.

3.1 Type of Brand

The subsidiary brand operating beneath Diana's umbrella maintains a universal appeal and
embodies comparable traits to the overarching parent brand. This ensures a seamless
integration of shared values and characteristics across diverse international markets, catering
to a broad spectrum of audiences while upholding Diana's global presence.

3.2 Brand Architecture

For the hypothetical sub-brand of comfortable yet glamorous lingerie within the Diana brand,
a suitable brand architecture could be a hybrid approach. Considering the established Diana
brand's recognition and reputation, it could serve as the overarching brand while introducing
a distinct sub-brand for the comfortable lingerie line.

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3.2.1 Hybrid brand architecture

Diana (Parent Brand): Positioned as the parent or umbrella brand, representing the
company's overall values, quality, and reputation.

D’Comrie (Sub-brand): This sub-brand name could represent the glamorous and luxurious
aspect of the comfortable lingerie line. It would operate under the Diana umbrella but
maintain its unique identity, focusing specifically on comfortable yet stylish lingerie.

The hybrid approach allows the sub-brand to leverage the credibility and trust associated with
the established Diana brand while having the flexibility to carve out its niche and distinct
image within the comfort lingerie market. This strategy ensures that customers can associate
the new line with Diana's quality while perceiving it as a specialized offering catering to their
comfort and glamour needs.

4. BRAND DNA:

4.1 Brand Identity

4.1.1 Logo

Fig 25: D’Comrie Logo

4.1.2 Tagline

“Elevate Everyday Comfort with Style”

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4.2 Brand Image (Perception)

Fig 26: Brand Image D’Comrie

4.3. Brand Personality: Sophistication

The brand encapsulates a sensory expedition, effortlessly merging comfort and elegance to
reinvent undergarments. By combining design and technology, it creates confidence with its
contemporary, adaptable, and enduring elegance. Goods provide a feeling of uniqueness and
exclusivity.

The brand is a dependable option, guaranteeing trust through unwavering quality and
performance. In addition to its function as clothes, it also acts as a motivating and inspiring
force, encouraging clients to proudly showcase their own styles. Essentially, it encompasses
more than simply undergarments; it represents a way of life that merges ingenuity,
empowerment, and enduring sophistication.

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4.4. Brand Positioning

4.4.1 Distribution Model

Diana mostly employs an omnichannel distribution strategy, which encompasses

brick-and-mortar retail stores, online shopping, and collaborations with other merchants. D’
Comrie, the sub brand of Diana, follows the distribution model same as its parent company.

Retail Stores: Diana has a substantial worldwide presence in both shopping malls and
freestanding locations. These physical retail establishments provide consumers the
opportunity to directly engage with the brand, giving a tangible environment for product
testing and purchase.

E-commerce: Diana has a strong digital presence, enabling clients to conveniently purchase
lingerie, beauty products, and other things via their official website. The e-commerce
platform provides convenience and a wide range of products, serving customers from across
the world.

Catalogue and Direct Marketing: Previously, Diana included catalogue sales as a component
of their distribution strategy. Customers have the ability to place orders for items straight
from catalogues. Nevertheless, the significance of this route may have undergone alterations
throughout time.

Collaborations: Diana has formed strategic partnerships with several shops to broaden its
market presence. For instance, they could engage in partnerships with department stores or
specialized shops to expand the availability of their items in more areas.

5. AIDA MODEL

Fig 27: AIDA Model

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5.1. Attention

- Marketing Campaign - Embrace Confidence Alongside Selena Gomez in Diana's

Newest Release!

Description: Step into a realm of poise and self-belief with Diana's inventive latest
collection, meticulously crafted to honour uniqueness and foster self-assurance. In an
exclusive partnership with the global icon Selena Gomez and a diverse collective of
body-positive influencers, Diana presents an innovative lineup aimed at redefining
conventional beauty norms.

Campaign Strategy: Selena Gomez Introduces Diana's New Chapter: A captivating

promotional video featuring Selena Gomez introducing Diana's empowering collection,
spotlighting inclusivity, and welcoming everyone to embrace their distinct beauty.

#BeYourOwnIcon Movement: Spearheaded by Selena Gomez and influential advocates of

body positivity, this social media movement encourages users to share narratives of
self-acceptance and body positivity while showcasing Diana's empowering apparel.

The Empowering Confidence Challenge: Engaging social media challenges and interactive
content led by Selena Gomez and body-positive influencers, urging users to share instances
of confidence and empowerment, resonating with Diana's core values.

Exclusive Selena Meet & Greet: Exclusive gatherings featuring Selena Gomez and
participating influencers, offering fans an opportunity to interact, exchange experiences, and
gain firsthand insights into Diana's fresh collection.

Inclusive Influencer Collaborations: Partnering with a diverse range of body-positive

influencers across platforms to spotlight Diana's range on various body types, reaffirming the
brand's commitment to inclusivity.

The campaign amalgamates Selena Gomez's worldwide influence with the voices of
body-positive advocates, establishing Diana's latest collection as a beacon of empowerment,
inclusivity, and confidence.

5.2. Interest

Visual Storytelling: Start with people comfortably dressed in D' Comrie innerwear, then
highlight sustainable material use to emphasise eco-commitment.

Narrative Journey: Illustrate how D' Comrie combines style, comfort, and sustainability in
everyday scenarios for diverse individuals.

34
Testimonials and Endorsements: Use real stories from satisfied customers or influencers to
build credibility around D' Comrie's comfort, style, and eco-friendly features.

Visual Comparisons: Showcase side-by-side comparisons to emphasize D' Comrie's

superiority in style, comfort, and sustainability.

Call-to-Action and Brand Messaging: Conclude with a strong call-to-action inviting viewers
to experience D' Comrie's sustainable innerwear, promoting conscious and stylish choices.

5.3. Desire

To create an effective SEO strategy for increased visibility on Instagram, Facebook, games,
and YouTube ads, consider these steps:

Keyword Optimization: Identify relevant keywords related to your product/service and target
audience. Use these keywords strategically in your website content, meta tags, and
descriptions to improve search rankings.

Quality Content Creation: Develop high-quality, engaging content that aligns with your
audience's interests. Regularly update your website or blog with valuable information,
utilizing keywords naturally.

Social Media Engagement: Maintain active and engaging profiles on Instagram and
Facebook. Post regularly, interact with your audience, and use relevant hashtags to expand
reach.

Paid Advertising: Utilize paid advertising options on Instagram, Facebook, and YouTube.
Use targeted ads based on demographics, interests, and behaviors to reach your desired
audience effectively.

Mobile Optimization: Ensure your website is mobile-friendly as many users access social
media and games on mobile devices. Optimize loading speed and responsiveness for a better
user experience.

Collaborate with Influencers: Partner with influencers or micro-influencers on Instagram or

YouTube to promote your product/service to their followers, increasing brand visibility.

YouTube Advertising: Utilize YouTube's advertising platform to display ads more frequently.
Tailor your ads based on audience preferences and engage users with compelling content.

35
5.4. Action

● Buy Now
● Visiting online & Offline stores with easy billing process
● Gold Membership Cards on minimum shopping

Encouraging customers to make purchases through these strategies involves creating

incentives, enhancing convenience, and offering exclusive benefits:

Compelling Offers: Provide irresistible deals, discounts, or limited-time offers exclusive to

online or offline purchases. Highlight these incentives to attract customers' attention and
drive sales.

Simplified Checkout: Ensure a hassle-free billing process both online and offline. Optimise
the online shopping experience by streamlining the checkout process. In physical stores,
provide efficient and quick payment options.

Gold Membership Benefits: Promote the advantages of acquiring Gold Membership Cards
through a minimum shopping threshold. Emphasise the exclusive perks and rewards
customers receive, such as additional discounts, early access to sales, or special privileges.

6. BUSINESS MODEL

Fig 28 : Brand Model Canvas

36
7. BRAND IDENTITY PRISM
The brand identity prism, a model developed by Jean-Noël Kapferer, serves as a robust
framework to comprehend and shape a brand's identity. This prism delineates six facets, each
contributing distinct dimensions to the brand's persona.

Fig 29: Brand Identity Prism

37
8. BRAND PLANNING MODEL

8.1.Brand Positioning Model

Brand positioning lies at the core of marketing strategy. It involves crafting the company's
offering and identity to secure a unique and esteemed position in the perceptions of the
intended customer base.

Fig 30 : Business Positioning Model

38
8.2 Brand value chain model & Resonance model

Fig 31 : Brand Value Chain Model

8.2.1 Marketing Program Investment:

● Allocate resources for a comprehensive marketing campaign that highlights both

glamour and comfort.
● Invest in high-quality product photography and videography to showcase the elegance
and comfort of D'comrie lingerie.
● Collaborate with influencers, models, and fashion bloggers to create buzz around the
brand.
● Customer Mindset:
● Conduct market research to understand customer preferences for both glamour and
comfort in lingerie.
● Develop a brand personality that resonates with the target audience, emphasizing
confidence, style, and comfort.
● Monitor social media and customer feedback to gauge the perception of the brand.

8.2.2 Brand Development:

● Design a visually appealing and sophisticated brand logo and packaging that reflects
glamour and comfort.
● Develop a tagline that captures the essence of D'comrie, such as "Elegance Redefined,
Comfort Redefined."
● Establish a consistent brand voice across all communication channels.

39
8.2.3 Brand Performance:

● Ensure that D'comrie lingerie combines luxurious materials with ergonomic designs
for maximum comfort.
● Implement rigorous quality control measures to maintain high product standards.
● Collect customer feedback on product performance and incorporate improvements
accordingly.

8.2.4 Market Performance:

● Monitor sales performance in various market segments to identify areas of growth.

● Analyze competitor offerings and market trends to stay ahead in terms of innovation
and style.
● Utilize market research data to identify opportunities for expanding the product line.
● Shareholder Value:
● Provide regular reports on the financial performance of D'comrie to stakeholders.
● Showcase the brand's contribution to the overall growth and profitability of the Diana
lingerie giant.
● Communicate the long-term vision and strategy for D'comrie to instill confidence in
shareholders.

8.2.5 D'comrie Campaign: "Elegance Meets Comfort"

Theme: A fusion of glamour and comfort, portraying D'comrie lingerie as the perfect balance
between luxury and wearability.

Channels: Integrate major socials like Instagram, Facebook, X & Youtube. Website and
instore visuals are also major contributors

Campaign Elements:

Launch Event: Host an exclusive launch event with influencers and fashion industry
insiders.

Social Media Campaign: Engage with the audience through visually stunning content,
behind-the-scenes footage, and user-generated content.

Collaborations: Partner with body positive influencers and celebrities like Selena Gomez &
Ashley Graham.

In-Store Experience: Design in-store displays and experiences that allow customers to feel
the comfort and sophistication of D'comrie lingerie.

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8.3 Brand resonance model

Fig 32: Business Resonance Model

D'comrie, the distinguished lingerie brand, meticulously navigates the realms of glamour and
comfort, exemplifying a seamless fusion that captivates the essence of modern sensibilities.
In crafting its brand identity, D'comrie instills salience through a distinctive name and
visually striking logo. The brand's performance is marked by a commitment to quality,
employing luxurious materials and elegant designs that elevate the lingerie experience.

D'comrie's brand meaning transcends mere products, embodying attributes of luxury and
comfort. It resonates with values of empowerment, fostering inclusivity and celebrating
diverse expressions of beauty. The brand assumes a sophisticated and confident personality,
inviting customers to embrace a harmonious blend of style and substance.

In the realm of brand response, D'comrie earns judgments rooted in perceived quality and
relevance. Customers recognize the brand's commitment to delivering a product that not only
meets but exceeds expectations, contributing to a sense of trust and positive emotions.

Brand resonance for D'comrie manifests in a pyramid of customer connection. At the base,
behavioral loyalty is evident as customers consistently choose D'comrie over alternatives.
Attitudinal attachment follows, as customers form emotional bonds with the brand,
associating it with positive experiences and self-expression. The brand fosters a sense of
community through its continuous engagement strategies, including innovative collections

41
and personalized experiences. D'comrie customers are not just consumers; they are advocates,
sharing their positive experiences through word of mouth and user-generated content.

9. CUSTOMER EQUITY

Customer equity is made up of three components and key drivers value equity, brand equity,
and relationship equity.

9.1 Value Equity

Quality: Diana has higher emphasis on using quality fabrics, intricate designs, and attention
to detail, which contribute to the perception of offering premium and well-crafted products.

Price: Competitive pricing strategy of D’comrie attracts customers for the intial market
penetration and to attract customers.

Convenience: Multiple channels for customers to access its products. This includes a vast
network of retail stores in prime locations, an online e-commerce platform with worldwide
shipping options, and user-friendly interfaces to facilitate easy browsing and purchasing.

9.2 Brand Equity

Customer brand awareness: Significant level of brand awareness globally. Extensive

marketing efforts, including high-profile fashion shows, celebrity endorsements, and
widespread retail presence.

Customer brand attitude: The brand's image with the introduction of this sxub brand is
going to change a bit from glamour, sophistication, and allure to comfortably stylish.

Customer perception of brand ethics: Diana’s criticism egarding its brand ethics,
particularly concerning body inclusivity, diversity representation, and perceptions of
objectification of women in its marketing campaigns would all be solved with the
introduction of this new sub brand.

9.3 Relationship Equity

Loyalty Programs: Diana’s membership programs can be transfered to D’Comrie as well.

Special recognitions: Exclusive offers, personalized recommendations, and access to limited

edition products or collections

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Community building programs: Diana actively engages in community building initiatives,
especially through social media platforms and the same for D’Comrie

Knowledge building programs: Conducts fashion shows, seminars, and events that
showcase the latest trends, lingerie care tips, and styling advice.

10. DESIGN THINKING TOOL FOR USER PERSONA

10.1 Empathy Map

Fig 33 : Empathy Map

10.2 Visual Board

Brainstromed Visual Board hard copy will be submitted.

10.3 User Persona

In the vibrant landscape of lingerie enthusiasts, D'comrie's ideal customer persona emerges as
a dynamic individual who not only values the delicate fusion of glamour and comfort but is
also a trendsetting, socially conscious, and expressive force in the world of fashion. This
individual, typically aged 25 to 40, resides in metropolitan areas, exuding a lifestyle that
embraces urban living and cultural vibrancy.

At the core of this persona is an individualistic spirit, embodying a preference for authenticity
and experiences over possessions. Educationally accomplished and often found in

43
professional or creative occupations, this persona navigates a fast-paced urban lifestyle with
finesse. Ethical considerations and cruelty-free practices resonate strongly, making
sustainable and eco-friendly fashion choices a priority. The lingerie enthusiast revels in
participation in online fashion communities, exploring curated shopping experiences, and
immersing themselves in the dynamic world of fashion podcasts.

Beyond fashion, this persona leads a multifaceted life. As a foodie, book club member, and
cultural events attendee, their interests extend far beyond the realm of apparel. A wellness
retreat or an outdoor adventure aligns seamlessly with their commitment to self-care,
contributing to a balanced and fulfilling lifestyle. This persona's social consciousness extends
to their choice of influencers, preferring those who champion sustainable living and female
empowerment.

In their shopping journey, they are early adopters of trends, patrons of sustainable brands, and
active participants in flash sales and pre-orders. Seamless online experiences, personalized
communication, and surprise discounts resonate deeply, making them enthusiastic
participants in the brand's virtual challenges and pop-up events.

As D'comrie crafts its brand strategies, understanding the intricate facets of this user persona
provides invaluable insights. It illuminates not only their lingerie preferences but also their
holistic lifestyle choices, guiding the brand to resonate authentically with this dynamic,
conscious, and expressive lingerie enthusiast.

44