Hunkemรถller Concepting 1
Introduction About Hunkemöller Identity Target group Campagnes Social Media Website Trends Individual parts Iris Karin Eveliene Shari Valentina Lyone Resources Appendix
Introduction The assignment we got for the Advance Course Concepting Plus is to create a creative advisory rapport. As a group we chose to make an advisory rapport for the brand Hunkemöller, we think that Hunkemöller is a brand with much potential to grow. It is a brand with a wide reach and with a clear vision for the future. We all think that it is very interesting to dig into a brand that seems almost so perfect that it seems that there is not much they could do to improve their brand. The advisory rapport for Hunkemöller will be a group product but contains an individual part of every team member. The group product contains an organization analysis, an analysis of the target audience and trends and news about the branches that Hunkemöller operates in. Through the analysis we pointed out the weakness and the strength of Hunkemöller and we gave a conclusion and recommendations ¬on how Hunkemöller could benefit on these points. In the individual advices we develop some of the recommendations we give in the group product towards Hunkemöller.
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About Hunkemoller First we have to have a close look at the Hunkemöller. Hunkemöller is founded in 1886 in Amsterdam by Wilhelm Hunkemöller and his wife Josephina Lexis. Hunkemöller, by origin a Dutch company, is a worldwide brand retailer. An international brand and known in 23 countries and in NorthEurope the undisputed leader of the market in lingerie. At this moment there are about 800 inspiring stores you can find in The Netherlands, Belgium, Luxemburg, France, Deutschland, Denmark, Saudi Arabia, Egypt, Spain, Aruba, Curaçao, Russia, Sweden, Austria, Morocco and Bahrein. The ‘in-house’ design team is non-stop working on product innovation and product development. Passionate employees ensure that the last trends in lingerie do not pass by without using them, quality and fit are guaranteed. Hunkemöller has developed a Omnichannel strategy to let grow the business activities by opening new stores, shopin-shops, E-commerce and international franchising. In September 2014 Hunkemöller was chosen again as best lingerie retailer in The Netherlands and in November 2013 in Belgium, Deutschland, Austria, Spain and France. In Deutschland Hunkemöller has won the prestigious price of ‘Retailer of the Year award’ (Händler des jahres 2013). Hunkemöller is part of the Carlyle Group, an American investment group. (Hunkemöller, 2016)
Home is where the bra comes off!
Women should fit for a bra at least once a year
The slogan of Hunkemöller is So Me.
The values of Hunkemöller are sexy, inspiring, passionate, fun and in touch. Hunkemöller will always stay in touch with the customers by giving passionate service and offering sexy products in an inspiring and fun way.
Awaking Concept Your support comes from your band and not your straps! The vision of Hunkemöller is: ‘Be your most beautiful self wearing Hunkemöller. Treat yourself because you deserve it. You decide who you need to be and what you want to wear, because that’s so you.
Dormant Concept The lifespan of a bra is 6 - 9 months! The mission of Hunkemöller is to be the first choice for women across Europe and beyond - to be Europe’s No. 1 lingerie retailer by every measure through world-class service, great products, marketing, expansion and our future. They want to be an international player with different sales channels and more than a thousand stores worldwide.
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Identity Hunkemöller has a broad product range from bras and underwear, through nightwear and beachwear, to sexy lingerie and sportswear. The products are available in a range of sizes and there are different price categories, this way there are products for everyone’s needs. The core values of Hunkemöller are sexy, inspiring, passionate, fun and in touch. According to Concept code, chapter 2.3 (Crucq - Toffolo & Knitel, 2016) these values are the base of the vision and how Hunkemöller operates. Looking at recent campaigns all these values are incorporate into the design, communication and products. The values are described as our look (sexy), our motivation (inspiring), our heart (passionate), our attitude (fun) and our spirit (in touch) (Hunkemöller, 2016). Hunkemöller’s look is described, as sexy, self confidence and showing pride are key words. By being creative and thinking out-of-the-box Hunkemöller wants to inspire. Giving World Class Service and lingerie is the top two things Hunkemöller is passionate about. By enjoying what Hunkemöller itself does, it shows in everything. Hunkemöller offers their best by listening, interacting and involving others.
Awaking Concept 7
Target group The target group of Hünkemoller is women between 14 and 70 years. Women who love lingerie and want to feel good in it (Hünkemoller, 2016). Between the age range of 20 and 29 years, the distribution is the largest. Hunkemöller appeals to different types of women who are all shapes, sizes and ages, all with different needs and desires. So Hunkemöller wants to be for everyone. ‘She’ plus ‘hero’ – this is a fictional persona who embodies all of the characteristics of our target group. She is fun, inspiring, passionate, in touch and sexy. While she’s not the same as our core customer, having our Shero as our muse helps us enormously. She keeps us consistent and in touch with all the characteristics of our customers. She makes sure we take the time to regularly catch up and check we’re doing right by them. (Hunkemöller brochure, 2015). Women shop more than men and they often make impulsive decisions about purchases (eCommerce, 2010). Nearly 90 percent’s visits online web shops and women would be responsible for most online purchases. A survey recently showed that women use the internet primarily to keep in touch with family and friends (eCommerce, 2010). Mostly to use research engines, online stores and social networks. Ads that would reach women the best are ads that claim to save money. Also interactive ads, a contest for example, suit well (eCommerce, 2010). Almost two out of five modern women see themselves now as feminists (Telegraph, 2009) and about half of women think a couple should live together before they marry. Health and weight are major issues for the modern woman (Telegraph, 2009). Nearly 25 percent is currently on a diet and more than 50 percent has dieted in the past. Yet, exercise seems low down on the priorities (Telegraph, 2009). Two thirds of woman would rather hold out for the perfect, romantic partner than settle for a man who is ‘good enough’; this shows passion in the target group.
Persona Name; Cindy Age; 25 years Job; Human Resources at big company Who are you? My name is Cindy and I am 25 years old. I work at a big company at the Human Resources department. I just started renting a house and live there now for a couple of months. Also, I have a boyfriend for over two years; Ron. Which values describe you the best? I would describe myself als optimistic, ambitious and driven. I always go for the best and if things doesn’t go as I planned, I make it work. What do you do for fun? Hang out with friends, to get a drink or go to the cinema. I also do salsa dance with my boyfriend for fun. Lastly, I watch a lot of series when I have time to spare but that is not that often. Do you often go to Hunkemöller? Why? Yes! I buy almost all of my lingerie at the store and sometimes I order stuff online. The staff is always very helpful and the price is good. I also love the feeling of the store and you have lots of choice; a different bra for everyone.
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Campagne “Third bra for free”campagne
Ambassadors
The third bra for free (TV) champagne is a yearly event for Hunkemoller. This year they took it another direction. All the Hunkemöller facebook likers could choose the ending of this commercial, after wards the people of Facebook could vote for their favorite ending. The price for the winning ending was “free shopping for 1 minute with a friend”. The people could also choose which “hottie” would play in the commercial.
Hunkemöller use ambassadors. With the end of Sylvie Meis at Hunkemöller they had to find a new ambassador. Doutzen Kroes is the lucky one to shine at the billboards with her lingerie collection for Hunkemöller. The collection is called “Doutzen Stories” and is a reflection of her passion for lingerie. The collection has all kind of lingerie sets, body’, a bralette with highwaist slip, a jumpsuit, underdress and a kimino. She introduced her collection with the Design Director of Hunkemöller, Zoë Price Smith. The champagne images that where shot in Rome shows that the internation model and Hunkemoller are a perfect fit for each other. The images fit both Doutzen and Hunkemoller.
The whole concept was online and through this very budget conscious. It is a great example of how to use social media for your brand. Because of this online champagne the “Likes” on Facebook for Hünkemoller went from 900 to 400 in just a week. In one week Hunkemoller was the fastest climber on social media of the retailers in the Netherlands. (Conceptenz, April 10,2016)
Doutzen about her collection; “I am in the fashionworld for a while now, but I never had the opportunity to design my own lingerie collection. Hunkemoller is a brand that has the same values as myself and it fits me well as a person. It is a brand that I grew up with in the Netherlands, it really is a strong brand. (Blikopnieuws, September 1, 2016)
Hunkemoller App
Living Concept
Hunkemöller asked students to come up with an idea to increase the use of the Hunkemöller app and get more people to use it. The students came with the idea to save for points together with friends on the app of Hunkemöller. The app allows customers to save for “Passion Points” when you buy something at the store. The students thought it was a nice addition to save those points together with friends, not for discount but for going somewhere with your friends like going to festivals or go out for dinner. (Nelissen, Sjuul, May 23,2016)
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Hunkemoller shop Functional value can be expressed in ease of use or user-friendliness, also called use value. The customer friendliness is an important value for Hunkemöller. The major thing of wearing lingerie is that it fits well. Hunkemöller offers service to help women to find the perfect lingerie. Every fitting room is providing with a buzz to ask the staff member of Hunkemöller for help. They are willing to help you till you have your perfect set of lingerie. Also when you buy a product, they package it with a nice paper in a pretty bag. In 2015 Hunkemöller opened a futuristic 365m2 newflagship store in Stuttgart, Germany. Here’s some of the high-tech spec and inspiring elements that make this Hunkemöller store one of the sexiest around:
Living Concept
• Dynamic coloured LED lighting in the shop windows • Digital window and interior signage • Two experience changing rooms with four mood settings: beach, sport, casual and seductive • Seductive and casual areas in different store designs • Inspiring touch screens • Sexy Shapes bra bar • Digital themed screens with integrated scent and sound showers • Perfume bar • Coffee lounge • HKMX sports shop All shops of Hunkemöller are in the style of Hunkemöller.
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Hunkemoller App Customers of Hunkemöller no longer rely on a single channel to interact with Hunkemöller. Increasingly, in addition to stores, concessions and traditional media, they use mobiles, computers, laptops, tablets and other devices to connect via websites, apps and social media. The sales initiated through these devices and channels are the fastest growing parts of Hunkemöllers business, which prove the success of the omni-channel strategy. The future, however, is not simply about channels. It’s about using them to build relationships with customers across all of the touch points and then deliver relevant, personalised messaging so that they can enjoy a service that’s tailored to their particular needs. Hunkemöller believes that getting the perfect combination of easy ordering and effortless store pick-ups is what keeps their customers coming back – so Hunkemöller is working hard to ensure that the customers loyalty is rewarded with faster ordering and collection every time. That’s the beauty of omni-channel. Hunkemöller has come a long way since 2003, when their first website launched in The Netherlands. They now have websites and apps up and running all over Europe, while their shop-in-shop online partnerships with Zalando, Amazon, Wehkamp and Nelly brings Hunkemöller even more reach in every market. During the next three years omni-channel is going to be at the centre of their retail strategy, as they grow their e-shop business, online concessions and click-and-collect services. Hunkemöllers goal is to offer their customers a seamless omni-channel experience, giving them the choice of how to shop.
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Online shopping
Website
Hunkemöller wants to be the most personal, social and inspirational lingerie brand in the world. They have been developed a community of more than 1 million followers on social platforms. So online they are already on right track. Although social media and the Online sales provide a big income, it is still important to also sell products in the stores. Because in addition to the online capabilities, in the stores they want to provide a service that is beyond the expectations of the visitors. The existing customers has to stay coming and bring their friends and family with them next time. (Mountford, 2015) Therefore, they will attract new customers. But the huge increase of online shopping pulls down the number of visits in stores and there are many stores that sell similar products like Hunkemöller. So Hunkemöller
The Hunkemöller website is one that stays true to the styles you get to see in their shops. The websites colours (pink, white and black), the recognizable bow and the font are the same ones they use in all their shops and marketing communication materials. The website is easy to use and just as friendly-looking as the employees in the shop. The products are divided into different tabs, who drop down for more specified information. Every product-category is accompanied by clear pictures of models who are wearing the products, so visitors of the website get a good image of the product they are searching for. On the main page the different types of popular bras are advertises by moving images and also the current deals are visible. A short summary of the company is written in a small font, right underneath the pictures. If a visitor scrolls down to the bottom, they can find a way to stay in touch and a dropdown menu with more information. This information is divided into about us, customer service and tips & advice.
Ordering The ordering process was promised to be very easy, so this has been tried out, until the actual paying moment for this research. The moment a guest wants an item; the website lets them chose either to buy it online or make a reservation in the store. If the choice has been made to safe it in the store, an easy pop-up menu shows, where the guest can choose their size and which store. The online ordering goes the same. The size and quantity are filled in and quickly after that the billing + shipping information. Since Hunkemöller works with Paypal and Ideal, it’s easy for nearly everyone to make a payment.
Living Concept
Overall the website is very easy to guide through and there are helpbuttons everywhere to be found. The website looks the same as the stores, the apps and the other ways of communication and has the same values shining through. Everything has been made easy for their visitors and the products they are selling are the highlights of the website.
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Social Media The use of social media by Hunkemöller is being described in their brand book ‘Our brand journey’ (2015) as “Being a social brand involves integrating social media in the core of everything we do, becoming part of our DNA. It means listening to and involving our customer, engaging through sharable inspiring content, generating leads & sales, building a community of sheroes (‘she’ and ‘hero’), empowering employees, servicing through social channels and being transparent and personal.”.
Living Concept
Hunkemöller is active on different platforms such as Facebook, Twitter, Pinterest, Instagram, YouTube, Snapchat and their own Hunkemöller App. The social community of Hunkemöller has over 1.5 million followers. By posting everyday and interacting with those followers Hunkemöller makes it personal and relevant, this builds relationships with their customers and creates valuable touch points. Hunkemöller uses all of the platforms because they want to become an omnichannel brand. By becoming an omni-channel brand, Hunkemöller wants to shift from webcare to ‘webdare’ (Hunkemöller, 2015). Each platform has the same tone of voice but is unique in their way of communication. On Instagram are a lot of lifestyle posts or posts with a question to the followers. Meanwhile on Twitter, the webcare team of Hunkemöller engages conversations with followers about positive and negative experiences with Hunkemöller. Behind the Scenes clips of photo shoots can be found on YouTube. And the boards on Pinterest all have a theme and feeling to inspire followers. Every campaign or special event will be announced on all the channels, for example who the newest brand ambassador is. All the channels paid attention to Doutzen Kroes being the new ambassador for Hunkemöller or the newest collection of the blogger line of Anna Nooshin. This shows that Hunkemöller is reviewing their strategy to become an omni-channel brand and analyses their online environment.
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Trends
Franchising Hunkemöller operate franchise stores worldwide. Franchising is a key part of their international growth strategy and they’re constantly looking for franchising opportunities around the globe. (Hunkemöller brochure, 2016)
Personalization Since 2007 Hunkemöller has been giving their customers the chance to get even closer to Hunkemöller by joining the loyalty program Changing minds and getting exclusive access to a world of treats like discounts offers, Nowadays women are more independent. The need of having a man pre-sale shopping and free gifts. and children isn’t necessary anymore. Women put their career in the first place. Hunkemöller is responding on that. They believe it is The mobile app was a runaway success and by April 2016 1.3 million important for women to wear lingerie for themselves. customers had downloaded it. The app provides both great benefits for customers and valuable insights for their brand. Focus on men An example of a lingerie brand which was first focused on men is The use of cookies. Retargeting is a type of programmatic marketing Victoria Secret. The main reason of Roy Raymond to start Victoria that uses cookie-based technology to follow buyers as they move Secret was because he always was ashamed to buy lingerie for from resource to resource. The key to successful retargeting is to his wife in public and also didn’t know what he had to buy. The do it respectfully. The only way to achieve respectful retargeting stores of Victoria Secret were designed to provide a comfortable is to know as much about your target individual as possible. environment for men. Instead of racks of bras and panties in every (Hunkemöller, 2016) size, there were only a few examples that hung on the wall. Men were able to see the examples and choose one of them. After that Social Media the man estimated together with the staff the right size of their wife Social media has entered a new phase. It’s become social commerce, or girlfriend. (Travelhome, 2016) social marketing – social business. Increasingly, it’s the way customers choose to connect and engage with the brands they love. According to a research of lingerie brand Bluebell, men prefer a For Hunkemöller, this means understanding the social platforms nude set in different colors and lacework. However women choose that matter most to the customers. This then enables Hunkemöller a nice bra in the colors black or white, which fits perfect. 54 Percent to develop powerful content and community strategies, which give of the men choose a bra that is as nude as possible and 37 percent them a range of valuable insights into the business so that we can choose a pantie that is as small as possible. But unfortunately, 64 provide even better products and services. Hunkemöller wants to be percent of the women feel that comfort is the most important thing. the most personal, social and inspiring lingerie brand and we now (Bennekom v., D., July 9, 2014) have a community of over 1 million across all our social platforms.
In general it can be said that men do not often buy lingerie for their partner. Only 5 percent of men say that they regularly buy lingerie and 23 percent occasionally. At least 52 percent of the ladies would like to receive lingerie from their partner. This shows that lingerie certainly is an original gift. Only 5 percent of women would not appreciate to get lingerie from their boyfriend of husband. A large proportion said they would rather get a gift card for lingerie. Apparently they don’t trust the taste and knowledge about sizes of men. (Shoppen.blog.nl, 2015)
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Pain points & chances 1.
2.
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6.
Slogan:
The story:
Target group:
Target group:
Product-range:
Design Identity:
The slogan ‘So Me’ is not promintent in any of the concept carriers of Hunkemöller. The slogan needs te be featured more in communication outings of Hunkemöller since it should be the base of all their marketing campaigns.
The story and history of the Hunkemöller is not known to the target audience. This results in the consumer not identifying with the brand Hunkemöller.
1. Hunkemöller claims they are for
2. Since they are only for wo-
Hunkemöller is known for their lingerie, and most of their communication focusses on this. But they also carry a sport-line, night wear, beach wear, a private collection, bridal lingerie and accessoires. But Hunkemöller doens’t communicate this.
This is mostly an issue with the Hunkemöller website. The stores are known for being very sexy, chic and feminine, while the website almost looks a bit childish. It misses the core values of the Hunkemöller.
everyone, but in their marketing-outings they only use skinny models and just one body type.
men, their marketing strategy is aimed on just women, but they would expand their target group if they would focus on men too. Not their products, but the marketing. So the men would buy lingerie for women at Hunkemöller.
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AD. (2016). Doutzen Kroes is het nieuwe gezicht van Hunkemöller. Retrieved from http://www.ad.nl/dossier-sterren/doutzen-kroes-is-het-nieuwegezicht-van-hunkemoller~ae6ac90b/
Nelissen, Sjuul (May 23, 2016), SBRM-studenten winnen Marcom Battle met campagne Hunkemöller. Retrieved from https://punt.avans.nl/2016/05/ sbrm-studenten-winnen-marcom-battle-met-campagne-hunkemoller/
Blikopnieuws (September 1, 2016), Topmodel Doutzen Kroes wordt nieuwe merkambassadrice Hunkemöller. Retrieved from http://www. blikopnieuws.nl/glossy/244618/topmodel-doutzen-kroes-wordt-nieuwemerkambassadrice-hunkemoller.html
NU.nl. (2015). Amerikaanse investeerder krijgt groen licht overname Hunkemöller. Retrieved from NU.nl: http://www.nu.nl/ ondernemen/4211245/amerikaanse-investeerder-krijgt-groen-lichtovername-hunkemoller.html
blog, F. (2016). Anna Nooshin lanceert verleidelijke lingerie collectie samen met Hunkemöller. Retrieved from Fashion Blog: http://fashion.blog. nl/modemix/2016/06/06/anna-nooshin-lanceert-verleidelijke-lingeriecollectie-samen-met-hunkemoller
RTLZ. (2016). Nog 1700 banen extra op de tocht door faillissement V&D. Retrieved from van RTLZ: http://www.rtlz.nl/business/bedrijven/nog-1700banen-extra-op-de-tocht-door-faillissement-vd
Conceptenzo (April 10,2016), Hunkemöller ’3e BH gratis’ campagne grote hit op Facebook. Retrieved from http://www.conceptenzo.nl/hunkemoller-3ebh-gratis-campagne-voting-fase-2-grote-hit-op-facebook/ DBL. (2016). Hunkemöller start recyclingprogramma voor oude kleding. Retrieved from Duurzaam bedrijfsleven: http://www. duurzaambedrijfsleven.nl/retail/12847/hunkemoller-startrecyclingprogramma-voor-oude-kleding Emerce. (2015). Hunkemöller tikt 1 000 000 apps aan. Retrieved from Emerce: http://www.emerce.nl/wire/hunkemller-tikt-100000-appdownloads Emerce. (2016). Hunkemöller finalist bij Dutch Marketing Awards. Retrieved from Emerce: http://www.emerce.nl/nieuws/671073 Hunkemöller, (2015), Our brand journey. Retrieved from https:// hunkemoller.nl Hunkemöller (2016, September), Corporate info. Retrieved from https://www.hunkemoller.nl/nl_nl/over-ons/corporate-info.html
SMU. (2015). Hunkemöller wil flagshipstore paleis van beleving maken. Retrieved from Shopper marketing update: http:// shoppermarketingupdate.nl/11107/hunkemoller-wil-flagshipstore-paleisvan-beleving-maken/ Textilia. (2015). Hunkemöller wint twee Europese retailawards. Retrieved from Textilia: http://www.textilia.nl/Nieuws/Hunkemoller_wint_twee_ Europese_retailawards-151203134003 Twinklemagazine. (2016). Albert Heijn en Hunkemöller goed in cross channel retail. Retrieved from Twinklemagazine: http://twinklemagazine. nl/nieuws/2016/08/albert-heijn-en-hunkemoller-goed-in-cross-channelretail/index.xml Vastgoedmarkt.nl. (2016). Hunkemöller blijft in vestpoort. Retrieved from Vastgoedmarkt.nl: http://www.vastgoedmarkt.nl/nieuws/2016/08/01/ hunkemoller-blijft-in-vestpoort
Bennekom van, Dirkje (July 9, 2014) Vrouwen kopen totaal andere lingerie als hun mannen. Retrieved from http://relatie.blog.nl/marsvenus/2014/07/09/vrouwen-kopen-hele-andere-lingerie-dan-dat-hunmannen-willen
Crucq - Toffolo, G., & Knitel, S. (2016). Concept code. (Ch 2, pp. 38-39). Amsterdam: BIS Publishers.
Ruigrok, Lennart (May 24, 2016), Waarom kopen mannen online kleding anders dan vrouwen? Retrieved from http://www.emerce.nl/achtergrond/waarom-kopen-mannen-onlinekleding-anders-vrouwen
Hunkemöller. (October 24, 2016). The brand. Retrieved from https://jobs. hunkemoller.com/the-brand/
Shoppen.blog.nl (2015), Vrouwen willen lingerie, mannen durven het niet te geven. Retrieved from http://shoppen.blog.nl/lingerie/2011/02/10/ vrouwen-willen-lingerie-mannen-durven-het-niet-te-geven
Hunkemöller. (2015). Our brand journey. Hunkemöller.
Spoorenberg, J. (August 16, 2016). Hunkemöller Lexis. Retrieved from http://eindhoven-encyclopedie.nl/index.php/Hunkem%C3%B6ller_Lexis
Hunkemöller (August 31, 2016). Doutzen Kroes is de nieuwe merkambassadrice voor Hunkemöller. Retrieved from https://www.hunkemoller.nl/nl_nl/doutzen-kroes.html Hunkemöller (May 3, 2016). Sylvie Meis presenteert haar laatste Hunkemöller collectie. Retrieved from https://www.hunkemoller.nl/nl_nl/blog/laatste-collectie-sylvie-meis/ Hunkemöller (August 15, 2016). De Anna Nooshin voor Hunkemöller collectie. Retrieved from https://www.hunkemoller.nl/nl_nl/blog/anna-nooshin-collectie/ Conceptenzo ( April 10, 2011). Hunkemöller ’3e BH gratis’ campagne grote hit op Facebook! Retrieved on http://www.conceptenzo.nl/hunkemoller-3e-bh-gratis-campagne-voting-fase-2-grote-hit-op-facebook/ Loyaltyfacts (July 31, 2014). De passie punten van Hunkemöller. Retrieved on https://www.loyaltyfacts.com/interview/de-passie-punten-van-hunkemoller/
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