Panache Sports Launch
Case Study
Case Study
After years of testing and development, Panache recently launched its first sports bra, Panache Sport. The D+ sports bra market is dominated by two established names - Shock Absorber and Triumph. Panache’s bra is technically superior to both of these, and also to any other bra on the market. We were responsible for getting that message across through branding, launch communications and advertising - and ultimately ensuring the product launched successfully.
The Strategy
Although a technically advanced product, we suggested Panache aim the bra at a very mainstream audience as this is where the majority of D+ women sit. It’s also where the Panache name has the most equity. And even though these women may not be serious athletes, they’d be serious enough to want and need a better product. And they are large enough in numbers to ensure high-volume sales if the marketing reaches them.
Because we feel the right sports bra is just as important a piece of sports kit as a good pair of trainers, that’s how we chose to market it - using all the emotion and passion sport evokes.
The strategy also included educating women and the trade on the importance of support for D+ women. So as well as developing consumer advertising, we produced trade brochures, sales literature, POS materials and packaging.
The Results
During the firstsales period to the trade, Panache exceeded targets by 300% and were able toget the sports bra into over 300 individual retailers - including John Lewis.
The Strategy
Although a technically advanced product, we suggested Panache aim the bra at a very mainstream audience as this is where the majority of D+ women sit. It’s also where the Panache name has the most equity. And even though these women may not be serious athletes, they’d be serious enough to want and need a better product. And they are large enough in numbers to ensure high-volume sales if the marketing reaches them.
Because we feel the right sports bra is just as important a piece of sports kit as a good pair of trainers, that’s how we chose to market it - using all the emotion and passion sport evokes.
The strategy also included educating women and the trade on the importance of support for D+ women. So as well as developing consumer advertising, we produced trade brochures, sales literature, POS materials and packaging.
The Results
During the firstsales period to the trade, Panache exceeded targets by 300% and were able toget the sports bra into over 300 individual retailers - including John Lewis.
Results for theconsumer launch were equally as impressive. Panache Sport was extremely wellreceived by D+ women everywhere and initial sales targets were exceeded by200%. Since launch the bra has also been the number one bestseller onFigleaves.com and has already become an established player in the sports bramarket.
In fact the bra asbeen so successful that Panache are extending the range to begin at B cup.
Swing Tag
