Visual Inventory of Brand
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Visual Inventory of Brand Campaigns
Visual Inventory of Brand The Lonely Girls Project
Mission Statement
Founded by Helene Morris and partner Steve Ferguson, Lonely is a New Zealand
Campaign
based lingerie, swim and clothing brand with the vision to empower women to be themselves.
From its unique, convention-busting creative imagery to an abundance of styles and sizes that befit a range of bodies, is an inclusive take on luxury lingerie. Aesthetics Sensuous and romantic, Lonely approaches undergarments with a fresh eye, rekindling vintage inspired styles—from bodysuits to high-waist knickers and long-line bras.
Lonely is for women who view lingerie as a love letter to themselves—just the way it should be.
Campaign
Analysis of Audience
Demographics -Female, 20-35 years old -Professional -Medium to high income
Values + lifestyle -Empowered, independent -Comfortable in their own skin -Active -Social media user
Fashion sense Campaign image
-Laid back -Appreciates comfort & natural feminity
Images posted on Instagram by Lonely customers
Design Concept 1. Strips
Design Concept 2. Contrast soft / hard
Soft, delicate, light, feminine Hard, rough, heavy, natural
Store Layout graphics
mesh + mic
rofibre
P01
lace
e
lac
perforated facade
scrim mesh with projection
P.O.S
seating P02
mirror
mirror
cam 01
cam 01
Attract
P01
perforated facade
scrim mesh with projection
P02
Facades Scrim mesh with fitting room projection
pixelated
halftone
motion blur
Facades Perforated facade
moirĂŠ effect
Seduce graphics
mesh + mic
rofibre
P01
lace
e
lac
P.O.S
P02
Display Strategy
Bras
Bodysuits
25-35 cm
60-70 cm
Suspenders Briefs
20-30 cm
30-35 cm
30-40 cm 25-30 cm
Display Strategy
Underwire longline
Softcup
Underwire
Softcup
Underwire Underwire
Brief Underwire
Brief
Brief
Winona Edith
Suspender
Winona Winona
Tri brief
Winona Gigi
Blair
Mesh Midline Softcup Underwire Underwire Brief
Softcup
Winona Ava
Winona Betty
Brief
Brief Softcup stripe
Suspender
High waist brief
Lace
Strap brief Strap bra
Strap brief mesh
Lulu
Underwire
High waist brief
Underwire stripe Tri brief Bib
Winona Bonnie
Winona Cyd
Brief
Longline
Micro fibre
Softcup Underwire
Brief
Winona Agnes Winona Harper
High waist brief
Midline Longline
Tri brief Softcup
Tri brief Softcup
Mid brief Underwire
Underwire
Display Strategy
Underwire longline
Softcup
Underwire
Softcup
Underwire Underwire
Brief Underwire
Brief
Brief
Winona Edith
Suspender
Winona Winona
Tri brief
Winona Gigi
Blair
Mesh Midline Softcup Underwire Underwire Brief
Softcup
Winona Ava
Winona Betty
Brief
Brief Softcup stripe
Suspender
Strap brief
High waist brief
Lace
Strap bra
Strap brief mesh
Lulu
Underwire
High waist brief
Underwire stripe Tri brief Bib
Winona Bonnie
Winona Cyd
Brief
Longline
Micro fibre
Softcup Underwire
Brief
Winona Agnes Winona Harper
High waist brief
Midline Longline
Tri brief Softcup
Tri brief Softcup
Mid brief Underwire
Underwire
Hanging
Horizontal
Display furniture Hanging B
1 product on display for each product line, and different models on the shelves below (2 models per shelf).
section B
Display furniture Hanging
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dli
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ire
rw
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ef
bri up
ftc
so
ef
ire
bri
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sp
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Display furniture Horizontal
Materials
white gravel
red basalt tiling - rough / polished
steel - polished
stainless steel cables
white textile + turquoise chiffon
white carpet
Convince
seating
mirror
mirror
cam 01
cam 01
A
Convince
section A
ADDENDUM
Benchmarking Marie Yat
Baserange
Toru & Naoko
A label for women “seeking to co-create uncompromised style” that’s “blending the lines between lingerie and unisex underwear.” Aiming to create a balance between comfortability and sensuality.
A Danish-French label created in 2012, and driven by a desire to emphasise natural beauty through an environmentally-minded approach, prizing wearability, ease, and premium quality above all else.
A handmade lingerie label founded in January 2014. They produce high quality garments designed and sewn from their small studio. Inspired by vintage lingerie, they keep their designs modern and clean with a special focus on comfort.
Benchmarking Marie Yat
Baserange
Toru & Naoko