Browse our collection of papers in
Clothing and Apparel Industry

C/M/1519. Consumer behaviour towards premium brand underwear: marketing research for Underworld

WORDS:

2600

DATE:

2010

PRICE:

29.99 GBP

The paper looks at the plan of Underworld, a lingerie manufacturer, to launch a premium brand in the UK market. Underworld fashion are entering a very crowded market with products that are design different but technically identical to others on the market, and aiming for a premium position with little celebrity back up. The paper answers the following questions: Whether you believe there is a viable market for this type of product within your country. You must give comprehensive reasons to support your conclusions. What specific competitive benefits you would identify for purchasers. How you would deal with any specific CB blockers to the introduction of this product, particularly given the considerable price premiums involved. What market segments you would initially target and the strategy you would adopt in terms of pricing, distribution and benefit promotion.

KEYWORDS: Consumer behaviour, premium brand underwear, lingerie, marketing research, Underworld,