NEW CPP & DEADLINE A new brand: Elysian Intimates

ELYSIAN INTIMATES REPORT By [Insert Name] Class Name Professor University State and City Date Table of Contents TOC \o "1-3" \h \z \u EXECUTIVE SUMMARY PAGEREF _Toc164343356 \h 3SECTOR ANALYSIS PAGEREF _Toc164343357 \h 4A.The Consumption Trend and Major Opportunities PAGEREF _Toc164343358 \h 4B.Major Competitive Brands and Market Situation PAGEREF _Toc164343359 \h 5C.Major Brands of Erotic Clothes and a Positioning Map PAGEREF _Toc164343360 \h 6A NEW BRAND: ELYSIAN INTIMATES PAGEREF _Toc164343361 \h 8A.Marketing Gap and Brand Relevance PAGEREF _Toc164343362 \h 8B.Brand Graphics and Packages PAGEREF _Toc164343363 \h 9C.A New Communication Strategy For "Elysian Intimates" PAGEREF _Toc164343364 \h 12D.‘ELYSIAN INTIMATES’ FOUR BRAND COMPONENTS PAGEREF _Toc164343365 \h 131.Brand Identity PAGEREF _Toc164343366 \h 132.Brand Image PAGEREF _Toc164343367 \h 153.Brand Equity PAGEREF _Toc164343368 \h 164.Brand Positioning PAGEREF _Toc164343369 \h 19RECOMMENDATIONS FOR ELYSIAN INTIMATES (NEXT 3 YEARS) PAGEREF _Toc164343370 \h 21CONCLUSION PAGEREF _Toc164343371 \h 22REFERENCE LIST PAGEREF _Toc164343372 \h 23 EXECUTIVE SUMMARY This report presents a brand proposal project for "Elysian Intimates" targeting the erotic clothing market in the United Kingdom, divided into three parts: Sector Analysis, Elysian Intimates brand development, and recommendations for managing the brand for the next three years. The first part offers a comprehensive sector analysis, focusing on consumption trends in the erotic clothing sector and identifying major opportunities supported by statistical and theoretical data from sources like Statista. Competitive brands such as Agent Provocateur, Ann Summers, Bordelle, Bluebella, and HoneyBirdette are examined on a brand positioning map. Elysian Intimates is positioned in the first quadrant of the map, reflecting its blend of high personalization and value-for-money offerings. SECTOR ANALYSIS * The Consumption Trend and Major Opportunities Underwear transitioned from a taboo necessity in the 19th century to a multi-billion-dollar lingerie industry celebrating fashion and self-expression. According to Statista (2023), the projected revenue for the UK underwear market is expected to surpass $6 billion by the year 2025.Erotic clothing, also known as intimate apparel or lingerie designed for sensual or sexual appeal, can be considered a subset of fashion products (Nemova, 2023). Undergarments like underwear and bras are viewed as daily essentials by British consumers. Women, often requiring multiple undergarments, outspend men in this category. The average weekly expenditure is £1.2 for women versus £0.6 for men and even less for children. This gender gap in intimate apparel spending widens as household income rises (Statista, 2023). The consumption trend in the erotic clothing sector within the UK is experiencing a notable shift driven by evolving societal attitudes and preferences. Consumers are increasingly seeking intimate apparel that goes beyond traditional notions, focusing on individual expression, inclusivity, and a celebration of diverse body types and identities. There is a growing demand for innovative designs that blend comfort with sensuality, reflecting a move away from stereotypical representations towards more authentic and empowering imagery. A report written by Peachey (2022) from BBC News illustrated that while 60% of consumers say low prices will become more influential in their shopping choices over the next two years, the Institute of consumer Service cautions that businesses need to offer more than just discounts alone. Based on a survey of 10,000 people, the organization recommends that companies provide genuine value to consumers and flexible payment options, rather than relying solely on promotions and reduced pricing to attract buyers. Furthermore, most of businesses are B2B (Business to Business) and blended business in the UK, therefore, consumers may need to pay more money for merchandises bought from B2B since they are not selling products to consumers directly (Iain, 2023). For this reason, major opportunities within the sector lie in addressing these changing consumer dynamics. The market is ripe for a brand that not only offers aesthetically pleasing erotic clothing but also emphasizes personality, catering to a diverse range of sizes, genders, and preferences, with an affordable and reasonable price by B2C (business-to-consumer). * Major Competitive Brands and Market Situation In the UK erotic clothing sector, there are 5 major competitive brands will be analysed in the following part based on the price and personality. 1 Agent Provocateur (Agent Provocateur, no date): * Unaffordable Pricing: A renowned luxury brand known for its high-end, provocative lingerie and intimate apparel. * High-personalized: Their boutiques aim to provide a highly personalized shopping experience, with expert fitters on staff to provide custom bra fittings and styling advice. 2 Ann Summers (Ann Summers, no date): * More affordable pricing: A long-standing player in the market, Ann Summers has a wide-ranging product line that includes lingerie, adult toys, and erotic accessories. It offers products across various price points. * Low-personalized: Ann Summers aims to provide a personalized shopping experience through fittings and styling advice, rather than high-personalized 3 Bordelle (Bordelle, no date): * Unaffordable Pricing: Bordelle is a British luxury lingerie brand known for its made-to-measure, couture approach, some of their clothes even provide 24K carat gold plated signature components. * High-personalized: Private Atelier Access - Their London atelier offers private appointment services for made-to-measure fittings and design consultations. 4 Bluebella (Bluebella, no date): * Affordable Pricing - As a more contemporary brand, Bluebella targets a lower price point than ultra-luxe customized lingerie brands. * Low-personalized: Ready-to-Wear Collections - Bluebella's lingerie pieces are designed and produced as ready-to-wear styles in standard sizes, not made-to-measure. 5 Honey Birdette (HoneyBirdette, no date): * Unaffordable Pricing: Originally from Australia but with a significant presence in the UK, Honey Birdette is known for its luxurious lingerie and provocative designs. The prices are similar with Bordelle’s. * Moderate-personalized: Honey Birdette does offer some personalization options for their lingerie, but not to the same highly customized degree as ultra-luxury brands like Agent Provocateur or Bordelle. * Major Brands of Erotic Clothes and a Positioning Map The two vectors chosen are: - High-personalized: Elysian Intimates’s Consumers are also designers who can not only buy products from Elysian Intimates, but also design it by themselves. For instance, consumers will publish their manuscripts in the public voting section of the website, and then Elysian Intimates will contact the factory to produce according to the popularity degree of votes on the website, in addition, the top100 will get extra rewards every month. - Value-for-money: Elysian Intimates is not like other brands; it aims to create cost-effective goods for consumers; its differentiation strategy highlights how consumers are essential to the brand (Client-centric) and a decent price (B2C), which is centered on making covetable lingerie affordable and within reach for more consumers. These two vectors will aid Elysian Intimates stand out in the positioning map. Although Ann Summers has an affordable price, its personality is insufficient compared to Agent Provocateur, which has a reversed price compared with Ann Summers. Hence, the creation of Elysian Intimates is attempting to compensate for the gap. Here is a positioning map for some major brands: A NEW BRAND: ELYSIAN INTIMATES * Marketing Gap and Brand Relevance Elysian Intimates’ prices advantages and B2C model compared with others. There is a burgeoning demand for customization and personalization in the erotic clothing market, as customers increasingly seek unique lingerie pieces that reflect their individual style and personal expression. However, an analysis of the competitive landscape reveals a dichotomy - luxury marques like Agent Provocateur and Bordelle offer haute couture lingerie at prohibitive price points, while affordable labels like Ann Summers lack meaningful customization or personalization. Concurrently, there is a burgeoning demand for value-driven offerings that eschew excessive discounting, providing genuine product quality and engaging brand experiences (Peachey, 2022). Consequently, it is within this context that Elysian Intimates emerges as a unique proposition to bridge the gap. By fusing affordable pricing with a client-centric design approach, the brand addresses the dual desires for accessible luxury and individuality. Through its ‘Innovative public voting system’ that empowers consumers as co-creators and rewards popular submissions, Elysian Intimates cultivates a participatory brand experience hitherto unseen in the market (market of erotic clothing). Furthermore, this positioning taps into the overarching cultural shift towards body positivity and consumer agency. Elysian Intimates' brand relevance stems from the degree to which consumers perceive the brand and its products as relevant to their needs and wants for customization, personalization, and unique lingerie pieces that reflect their individual style. * Brand Graphics and Packages There are some essential steps during generating the brand logo, which include creating a brand identity, getting design inspiration, choosing right colors and selecting the right font and typeface (Pepper, 2022) BRAND NAME AND SLOGAN BRAND LOGO BRAND COLORS Name “Elysian” -The word "Elysian" is derived from Elysium, which in Greek mythology refers to a paradisiacal place or the abode of the blessed after death (Britannica, 2024). This could symbolize the brand's aspiration to offer a heavenly, blissful experience in the realm of intimate apparel. "Intimates" directly refers to the product category the brand operates in – lingerie and erotic clothing designed for sensual or intimate occasions. The combination of "Elysian" and "Intimates" may represent the brand's goal of providing indulgent, and personalized intimate apparel that offers a sense of paradise or utopia for its customers. Slogan Cherishing yourself, giving him what he wants Inspiration of the slogan is from a Chinese video advertisement for a product called Huiren Shenbao, which is a product for reinforcing the status of kidney (帆夫俗子, 2020). ‘He is good, I am good’ is its slogan (it means that men perform better during sex, which can bring women's experience to a higher level) Brand Logo Rose Motif: The central rose icon suggests themes of romance, beauty, and sensuality, which are appropriate associations for a brand focused on erotic clothing and personalized experiences (Fray, 2021). Dotted Circle: The intrica...