Background
Part of Courtaulds, Gossard are a widely recognized, big brand, lingerie manufacturer. Gossard traditionally position themselves as pioneering experts who stand for quality, comfort and fit, with fashion-inspired ranges. They needed a new approach to aid their planned repositioning as a sexy, edgy brand for the modern woman.
Brief
Gossard asked Ripe to create an online brand destination for them as part of a £1 million advertising spend campaign support their relaunch.
Solution
Ripe’s solutions followed three routes that would facilitate and complement seasonal fashion photography updates whilst pitching a stake in the ground and announcing their new presence to the competition. Our strategy enabled a product-led approach whilst considering customer journeys, their interaction with the site and that all-important memorability / viral factor.
A magazine-style, confidante tone influenced our brand approach with users asked questions such as “What colour underwear are you wearing today” and their selection informing their subsequent experience of the website.
Should you require any further information about Ripe's services in this area please feel free to contact us.
Bahrain
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