48Bravissimo - Westfield, White City The store has a large glass entrance, through which it is possible to see the interior of the store, including the second floor. The external design of the establishment is simple; the brand’s logo and advertisements are displayed on the store. Premium bras are sorted by colour and presented on shelves, and lingerie sets are modeled by mannequins. Other collections are also sorted into specific areas. There is a private consultation room on the second floor for private fitting sessions. Digital screens are used sparingly in the store, as a complement to the store's simple design that focuses on the product variety and navigation across sizes and styles.
49John Lewis - Westfield, White City The John Lewis has its lingerie section organized into sections to show different brands and styles. The area’s identity is highlighted by mannequins, and the products are sorted by color and pattern for easy viewing. Each brand’s collection is presented in a logical manner to make it easy to find what one is looking for. This setup is simple and functional for customers who require standard lingerie or sleepwear without the help of a consultant. This section provides an easily accessible and convenient shopping experience with competitive pricing.
50Ann Summers - Westfield, White CityThe brand's identity is reinforced by the bold pink storefront, and product displays that invite customers in. The interior is divided into style zones and special collections are highlighted on mannequins. A sale section is offered with discounted items. Besides lingerie, sensual products are displayed, and product tags have descriptive text and photos of the products. The atmosphere is seductive with red and pink tones and items are sorted by colour to make browsing easy, and a lot of bold and sensual.
51Intimissimi - Regent StreetIntimissimi on Regent Street is a well organized shopping experience. The storefront has mannequins that change seasonally and posters that advertise sales. The interior is divided by product type: men’s on the top floor, women’s in the middle, and shapewear and leggings on the bottom. The brand’s values are represented by body positive quotes. The products are sorted by collection and the socks and tights are sorted by colour. It has a self service setup with low levels of digital screens, which are easy to browse through. Despite being a small staffed store, it has good lighting, music and a good variety of styles to choose from and is a convenient destination to buy lingerie.
52Agent provocateur - Selfridges Windows & Storefront Agent Provocateur at Selfridges provides a luxurious shopping experience with sophistication blended in with seduction. The mannequins in signature lingerie reflect the brand’s provocative style, golden racks and elegant jewelry details enhance the high end ambiance. The soft lighting and the cohesive color scheme create a glamorous setting. Products are arranged by collection and color, and luxury pink boxes only serve to exclusify. The spacious, well organised layout, easily navigated, and reinforcing the boutique’s upscale feel. The combination of sensual aesthetics and a refined presentation, making Agent Provocateur an otherwise captivating destination for luxury lingerie shoppers.
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56Conclusion and Recommendations As can be seen from the data analysis, there is a perfect time for Coach to expand into the intimates market which has an annual growth rate of 6.1%. Coach is an affordable luxury brand that caters to the Millennial and Gen Z consumers who are looking for quality fashion at a reasonable price. This offers a great chance to introduce a premium sustainable intimates collection with the help of the brand’s heritage, manufacturing expertise, and trademarked designs.To be most effective, Coach has to sell the products via different channels, incorporate technology for a better fit according to the customer’s body shape and advertise the products through high-frequency channels like TikTok and Instagram. This will help to enhance the brand’s story which will help to create a connection with the consumers. If done properly, this expansion may bring 10%-15% of the profit within the next 3-5 years and make Coach the leader in the affordable luxury lingerie market. A major issue is perception of the brand—currently, customers of Coach see the brand as handbag brand which makes it difficult to build momentum in other product categories. In this regard, Coach Intimates should be offered with the best-selling bags, focus on high-quality, long-lasting materials that are characteristic of the brand, and make the line stand out with certain advantages, thus making it the symbol of New York luxury underwear. The use of influencers will be very helpful in boosting the brand awareness and desirability.Also, the virtual fitting tools that are powered by artificial intelligence have to be very accurate in order to prevent sizing problems that may harm the brand equity. Coach should invest in the technology and provide a lot of information on the size and quality of the products in order to build the consumer’s confidence. In this regard, through these challenges, Coach Intimates can be used to grow the brand and sustainably grow the business.
57AppendixAnsoff Matrix (1957)The matrix to helps in strategic planning, analysis, and business growth planning using four options. Market Penetration: Increasing sales of existing products within the current market. • Increase number• Increase customer’s average spend• Increase margin (raise price and buy in at lower cost)“Most of the designer producing their own collection following the same formula with same signature which made the customer to be easily to expect what the product of brand will looks like.” (Posner, 2015, p.120).Market Development: Expanding into new markets with current products• Organize customer segments in the new market clearly.• Expand into new domestic markets by reaching different regions within the country.• Expand into new international markets by growing the business globally.• Doesn’t have to be physical. Product Development: Creating new products for the current market.• Growth by using brand name to launch new products • Diffusion lineDiversification: Entering entirely new markets with new products• Most risky and required solid strategic partnership.SWOTA matrix that helps analyze a business’s strengths, weaknesses, opportunities, and threats (SWOT). It gives a clear view of the current situation and helps plan to build on strengths and reduce weaknesses.Four key strategic positions:Strength + Opportunity: Use strengths to take advantage of opportunities.Strength + Threat: Use strengths to protect against threats.Weakness + Opportunity: Fix weaknesses to save the future opportunityWeakness + Threat: work on weaknesses and guard against threats.
58“The objective of this matrix is to use the information to set the process of expanding the company strength, by focus and use the strength to create opportunity and make them become threat in market” (Posner, 2015, p.110).Kepferer (1996) Brand Identity PrismAccording to Posner (2006, p.202-203), The six-sided model is a tool to show the different parts of a brand’s identity, covering both its inside and outside elements. It helps capture the brand’s full identity in a simple way.• Physique represents the core of the brand, including its physical features, symbols, and unique qualities.• Personality is the character, attitude or personality of the brand.• Culture is the brand’s distinctive approach and brand values.• Relationship refers to the connections, beliefs, and associations people have with a brand.• Reflection is the ideal image of the consumer that the brand presents in its advertising.• Self-image is the mental image consumers have of themselves when wearing the brand.
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