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Using Insights to Launch a Sub-Brand

case study

Bendon Lingerie & Me. By Bendon

Founded in 1947, Bendon is a lingerie and underwear brand established in partnership with Elle McPherson and later Heidi Klum. The brand felt it was time for a change to match changing consumer behaviour and female attitudes towards their own body and self image. Bendon made the bold decision to launch a new brand to replace their legacy brands but needed fast insights to reinforce their gut feelings, test the brand collateral among their target audience, and ensure peace of mind that they were on the right path.
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THE BRIEF
  • Whether the customer’s perception of the new brand concept (“I AM Me”) matched their own perception within the business.
  • Customer reaction to the logo and marketing materials, including brand colours.
  • Response to the product range intended to be released under the “I Am Me” brand.

 

Insights Exchange assembled a one-week online customer community to fit the tight budget and need for speed. In a two-week turnaround from brief to deliverable, Insights Exchange was able to provide Bendon with valuable insight to help them optimise their new brand roll out.

THE SOLUTION

Our final report provided:

  • Specific suggestions regarding logo, branding and marketing materials, including a recommendation to include “by Bendon” to ensure customers understood the connection to the parent brand, and to reconsider the initial suggested brand name (ultimately launched as “me.by bendon”).
  • Insight to inform launch strategy, including social media approach
  • Advice how to best to phase out legacy brands to minimise negative customer response.
We needed answers quickly to make a business critical decision on the launch of a new brand in Australia and NZ. The Insights Exchange network was able to turn around a Trans-Tasman qualitative brand evaluation in a week. It gave us the direction we needed and all under one contract. We look forward to working with them again.
Sonya – GM Marketing
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