Wonderbra

Alyssa Tucci
Josh John
Mike Palumberi
Patrick Catalano
Rachel Cunningham
 Agenda
• History of the Wonderbra
• The Marketing Mix
• Competitive Analysis
• Core Competencies
• SWOT Analysis
• Questions
 Wonderbra History
The Wonderbra® brand enhances what women already have.
 Designed to provide women with stunning cleavage and enhanced
natural shape, the Wonderbra® brand offers a complete line of
embellished push-up, seamless push-up, lightly-lined and strapless
bras.

After creating a fashion sensation in the U.K., the Wonderbra®

brand made its U.S. debut in 1994 with the Push-Up Plunge Bra. An
instant phenomenon, this Wonderbra® style sold at a rate of one
every 15 seconds, quickly becoming the nation's top selling push-up
bra.

Wonderbra® intimates continues to empower women to feel sexy

and confident with that unmistakable Wonderbra® brand attitude.

Source: Hanesbrands.com
 History of the Wonderbra
wonderbra video

In January
2007, the
Wonderbra
1964- called included
Wonderbra End of 1994- in the top 50
created by Pushup bra “Greatest
Louise Poirer sales up by Canadian
for Canadelle 43% Inventions”

1994- End of 1994-

Wonderbra Fortune
introduced to recognizes the
the US Wonderbra as
one of the
products of the
year
Historical Advertisements
Who is She?
Consumer Demographics:*
– She is 5’4”, average figure
– Bra size range A/B cup
– She is young; 55% of Wonderbra consumers are less than 34-years-
old (Target age: 25)
– She is most often a working professional; High level of household
income; college graduate
– Shops more often and buys mores bras than most

Attitudes:
– Loves shopping and makes impulsive purchases
– Pays attention to fashion magazines and trends
– Innerwear is just as important as outerwear to her
– Appearance conscious
– Lingerie enthusiast

She is empowered, sexy, and fashionable!

*NPD Panel data

 Product – 3 Degrees of Hot
New For July 2010, 3 Degrees of HotTM is turning up the heat

Adjustable cleavage with removable cookies:

1° Hot – light push, 2° Hotter – maximum push, 3° Smokin – add-a-size

Adjustable wear-ability for her everyday wardrobe needs:

Removable straps
Multiple inserts for straps for 100+ ways to wear

Available in sizes 32-36A; 34-38B, C,34-36D

Where to buy: Price & Place
Wonderbra is available at select mid-tier and department stores:

And other regional department stores (Belk, Bon-Ton, etc)

Online: Barenecessities.com

Price:
MSRP $34.00
 Promotion
•Mail-in for a free set of ‘bling’
straps when you purchase new
style

•E-mail blasting

•Enter to win for Wonderbra

Facebook fans

•New website landing page

dedicated to new style

•Viral video hosted on website:

Wonderbra.com
 Competitors
(least to most competitive)
•Lily of France
- “Wow Cleavage” ~slogan for a specific bra ~ (targeted the
contemporary woman who seeks updated styling, exciting and varied color
assortment and trendy intimate apparel)

•Maidenform
-”I dreamed I stopped traffic in my maidenform bra” (commitment to
helping every woman look and feel her best)

•Victoria Secret
-”hello Bombshell” ~slogan for a specific bra~ (Your perfect fit and the
world's most glamorous bras await at Victoria's Secret)
 Competitor Average Sales Price
Maidenform……..…………………………………….$25
(3.8% of market share of total bra market)

Lily of France………………………………………….$28
(1% of market share of total bra market)

Victoria Secret……………………………………….$36
(21.7% of market share of total bra market)

Wonderbra………………………………………..….$28
(1.4% of market share of total bra market)
 Competitive Comparison
• Wonderbra’s “3 Degrees of
Hot”
– Price: $34
– Launch Date: Quarter 3 2010
50/50 Macys/Kohls
– # of Ways to adjust straps: 100
– Features: Underwire, seamless
cup, plunge front, eye back
closure, stretch nylon,
polyester, cookies, silicone,
spandex and stretch Cotton
– Sizes: A-D cup
• Victoria’s Secret “BioFit
7 Way”
– Price: $55
– Launch Date: 2009
– # of ways to adjust
straps: 7
– Features: Underwire,
adjustable straps, back
closure and imported
nylon/spandex
– Sizes: A-DD cup
 Core Competencies
The Wonder Bra Brand is:

•Coin phrase
•Comfort
•Longevity
•Beauty enhancer
•Brand Equity

The “3 Degrees of Hot” Bra By Wonder bra is:

•Flexible
•Diverse
•Adaptable
•Affordable
 SWOT - Strengths
Product Mix:
– 5-unique brands to suit her needs and moods
• Full of Wonder ( 3-styles )
• Commitment-Phobe (Convertible Strapless Underwire Push-up 7644 )
• The Show OFF ( 2-styles )
• 3 DEGREES OF HOT (Adjustable Push-Up 7878 )
• WONDERBOOST (Add-A-Size 7875 )

Brand she sees as her everyday bra:

– Easy to find, is available where I shop
– Is priced within a range I expect to pay
– Is easy to put on
– Is easy to care for

Fit and comfort are most important:

– Fits well
– Can be worn all day comfortably
– Holds it shape after wash
– Bra stays in place
– Straps stay in place
– Can be worn comfortably all day

Brand Equity

She is empowered, sexy, and fashionable!

 SWOT -Weaknesses
• Top Complaints – Lower Quality, Not Sexy, For Older Women

• Price point  Luxury Segment Slowdown  Price Sensitive Customer

• No print ads, no e-commerce

• No color coordination

• Product Cannibalization

• Little Control over Department Stores and Online Vendors

• Not speaking to target market
• Product placement
• Store advertising

• Sizes
SWOT - Shopportunities
• E-Commerce is the Fastest
Growing Way to Shop
• Internet used for Research
and Purchasing
• Women decide on brand 1st
• You Want Features? We will
give you Features!
• Partnering with Social
Networking Sites and Online
Retailers
 SWOT - Threats
Competitive Impact:
– Competitor “new” product launch
– Promotional pricing, i.e. WM rollbacks and Target TPCs
– Market share growth of PVT label
– Competitors own Holiday, i.e. Mother’s Day, Christmas, Labor Day and Back-to-
Campus

Industry Trends:
– Market shifts from regular bras to sports bras
– Women’s Bra Market is Featured Based where Brand plays at highest level
• Underwire (44.6%)
• No Underwire ( 30.6%)
• Victoria’s Secret Bras (24.8%)
– Market saturation, over-proliferation of bra brands in the marketplace, many with
miniscule presence or consumer following… which is another confirmation that this
proliferation serves to drive brand erasure

The Up and Comers

– Secret Treasure, Self Expressions and Vassarette are strong on offering underwire
– Strengths for these brands are price, availability, brand familiarity and appropriateness
for everyday wear
Where do you prefer to bra shop?
Responses
25

20

15

10

0
Online Mass Dept Store Victoria Secret
 Would you go out of your way to buy your
preferred brand/bra style?
Responses
50
45
40
35
30
25
20
15
10
5
0
Yes No
How Far would you travel to get to the store
to buy your brand/bra style?
Responses
30

25

20

15

10

0
Less than 5 miles More than 5 miles Any Distance Buy Online
 Do you try on bras before purchasing?

Responses
40
35
30
25
20
15
10
5
0
Yes No
 Would you shop online for a bra?
Responses
30
20
10
0
s t
Ye No y D o
an
ad Iw
lre
h at
A
tl yw
ac
ex
o w
n
Ik
y if
O nl
 Are your bra purchases planned?
Responses
25

20

15

10

0
Price Brand Convenience Never
What’s the most important when purchasing
a bra?
Responses
25
20
15
10
5
0
g y y
rice and nc
e
sin l o g ili
t
P Br ni
e
er
ti n o ta
b
ve v ch e r
on Ad T e n v
C n/ C o
atio
o v
n
In
How important is it for your bra to be a push-
up?
Responses
25

20

15

10

0
Very Somewhat Not at all
 How important is it for a bra to be able to
convert (can be worn with straps, strapless,
halter, etc)
Responses
35

30

25

20

15

10

0
Very Somewhat Not at all
Would you buy a bra based on its features (push up level, strap
convertibility, colors, etc) if you didn’t currently buy this brand?

Responses
50
45
40
35
30
25
20
15
10
5
0
Yes No
 Where would you expect to buy a bra that converted
100 ways with its straps and adjusted your level of
cleavage from a light push up to adding a full cup size?
Responses
40
35
30
25
20
15
10
5
0
Online Mass Channel Dept Stores VS
 What would you expect the price for this
convertible bra to be?
Responses
25

20

15

10

0
Less than $20 $20-$30 $30-$40 $50 +
What would you pay for this convertible bra?

Responses
30

25

20
Responses
15

10

0
Less than $20 $20-$30 $30-$40 $50 +
 Would you seek out this product to buy it if it
was not available at your current retailer?
Responses
30

25

20

15

10

0
Yes No I'd Search Online
What bra brand would you expect to sell this
product?
Responses
45
40
35
30
25
20
15
10
5
0
VS Maidenform WB Lily of France
 Would you purchase this bra if it was not a
product of your preferred brand?
Responses
25

20

15
83% of potential purchase intent!
10

0
Yes No Maybe
What do you like most about your favorite
bra?
Responses

Comfort
Push up/Enhancement
Fit
What do you like most about your preferred
bra brand?
Responses

Price
Support
Comfort/Fit
High Value
Size Offering
Retail Store with
Assistance
 What is your preferred brand?
Responses
30

25

20

15

10

0
VS Maidenform Wonderbra Other
What is the #1 factor in why you chose this
brand over others?
 Have you purchased the following brands?
(in the past 12 months):
Responses
35

30

25

20

15

10

0
VS Maidenform Wonderbra Lily of France
 What is your current view on the
Maidenform brand?
Responses
30

25

20

15

10

0
Trendy Love it Don't know it Don't like Sexy For Older Women
What is your current view on the Wonderbra
brand?
Responses

16
14
12
10
8
6
4
2
0
Trendy Love it Don't know it Don't like Sexy For Older Women
What is your current view on Victoria Secret
brand?
Responses

25

20

15

10

0
Trendy Love it Don't know it Don't like Sexy For Older Women
 Sources
www.wonderbra.com

www.hanesbrands.com

www.youtube.com

www.Victoriasecret.com

www.facebook.com

www.NPD.com (Panel Data April 2009)

Women’s Innerwear Attitudes & Usage research, April 2009

http://www-personal.umich.edu/~afuah/cases/case15.html
Questions?