Brand Story
Target Segments - 09
Customer Description
SEGMENT #1: The Young and Trendy
SEGMENT #2: The Successful Businesswomen
Demographic: women aged 20 to 30, college graduates, income
Demographic: women aged 30 to 45, college graduates, income
between $25k to $75k, entry-to-mid level jobs
between $75k to $150k, mid-to-high level jobs
Geographic: emphasis on cities such as NYC, Chicago, and Philly
Geographic: focus on large cities, with a sub-focus on suburbs
Behavioristic: seek versatility in clothing, frugal minded but spend
Behavioristic: brand loyal, shops online, seeks affordable options
more for quality
Pyschographic: strongly values appearance, strives to represent
Pyschographic: socially active, trend-followers, active on Instagram
themselves professionally, active on Instagram
Insight from Interview Research
Insight from Interview Research
“Generally, I associate the word ‘restricting’ with shapewear.”
“I have a generally negative view on shapewear. I mean, no one wants
Given this insight, Ellewear will aim to market itself as a comfortable
to admit that they need it.”
and breathable shapewear option. Shapewear is commonly viewed as
Given this insight, Ellewear will aim to position itself not as something
tight and uncomfortable, therefore it is important for us to focus our
women “need” to wear, but as something women “want” to wear.
copywriting and visuals on defying that notion of shapewear.
We will accomplish this by making all aspects of shapewear fun and positive - style, fabric, buying, customer service, etc.
