Turning Inclusivity Into a Strong USP?
Inclusivity is key in today’s lingerie industry, with brands constantly innovating and creating strong USPs, how can you make your products stand out?
As the lingerie industry becomes an increasingly inclusive space, we are seeing more new brands carving clever niches and supplying a growing demand for inclusive products. More often than ever, consumers are searching for empowerment and wanting to embrace their differences, giving brands the perfect opportunity to create unique pieces for specific markets. This is why it is so important to create a strong Unique Selling Point (USP) early on.
Our team of researchers stay on top of fashion design trends, focusing especially on trends in lingerie, swimwear and activewear. We have noticed that consumers have become increasingly interested in finding a product that is right for them, tailored to their specific needs and are therefore reluctant to purchase from brand producing ‘one size fits all’ products.
Start your brand or new product line journey by thinking of how you can stand out from the crowd and provide real value to today’s super-savvy consumer. There are many ways of creating your Unique Selling Point (USP). You can do so, for instance, by targetting a broad age or size range or offering post-mastectomy lingerie or menstrual solutions.Â
We would like to introduce you to a few brands who found their niche and successfully responded to their customers’ needs.
Mastectomy lingerie and swimwear have slowly been becoming more available for a while now, however, has often been solely solution-driven, with minimal design and selection. Monokini 2.0 is a soon-to-launch swimwear brand created by Finnish artists, that uses bold, complex designs to showcase women’s mastectomy scars. The pieces have been modelled by real breast cancer survivors and each of their stories is featured on the website. The models’ images together have formed a world-touring photography exhibition that brings the whole project together, as a way of empowering each of them and allowing them to embrace their bodies as they are.
Megami is another brand making waves, with their no-compromise approach to post-op mastectomy lingerie. Using combinations of lace, satin and mesh, Megami is producing high-quality lingerie for post-op consumers. All of the bras are wire-free, with full coverage and have discreet pockets inside the bra to allow you to insert a prosthesis. Their modern, feminine designs don’t stand out as being solution-driven and are now being sold in Selfridges, giving a much-needed refresh to the post-op lingerie department.
Another company who have successfully dominated their niche, and are now pioneering menstrual solutions, is Thinx. Recently Thinx have expanded their business to also include Thinx BTWN – menstrual underwear for tweens and teens, and Speax- for weak bladders and their older consumers. By expanding their business to cater to three different niches, Thinx have cleverly put themselves at the forefront of all three categories and allowed themselves to cover all age ranges, really broadening their target market.
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For other brands, it may be as simple as targeting your brand towards a broader age or size range. Take inspiration from New Zealand based Lonely Label, who’s inclusive and natural marketing has grown them a strong and diverse following. Very few brands choose to feature women over forty in their marketing campaigns, unless doing exclusively so. By photographing women of all ages in their designs, Lonely have established themselves as a brand for everybody, whilst also gaining a lot of publicity.
We live in times, where every sector of the fashion industry is becoming saturated with products. Giving your brand a point of difference, whether a unique design specialism, a marketing strategy or a strong brand or personal affiliation, can really help you create a memorable brand personality. Using something that resonates with you on a personal level really adds to the value of this. Look to brands such as We are Hairy People for a great example, a brand who work exclusively with ethical and sustainable manufacturers and put their profits back into supporting mental health charities and holding workshops. Their strong ethics are rapidly building them a loyal following of customers who share the same values.
At London Contour Experts, we have an experienced team with a strong understanding of the industry, giving us the necessary knowledge to help entrepreneurs create their own clever brand niches and unique product concepts. The team are able to work with brands on instilling disruptive marketing strategies which will encourage strong brand visibility, ensuring that the launch is as impactful as possible.
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