From Specialty to Everyday
The Challenge
A Canadian bra company was interested in expanding their product line from specialty nursing bras into
everyday bras. Our mission was to uncover the success factors for launching a new line of ‘everyday’ bras including who these bras might appeal to, how it’s better than other bras and how to best communicate this in a way that resonates.
Our Approach
We used immersive techniques with our prospective users, including a virtual unboxing of prototypes to get unfiltered reactions to the product and feedback on wearability. We also conducted a series of collaborative workshops with the core marketing, product, and social media team.
Throughout this iterative process, we’d highlight the consumer learning while working to optimize both the product and the positioning opportunities, with the help of our concept-creating "Personal Pyramids®” tool.
The Outcome
Ultimately, we were able to optimize the product line and land on a unique positioning which was a key element in the successful launch of the new line.