— Will Corry (@slievemore) September 12, 2016
Motherhood is a beautiful thing. A quick delve into the Google Image archives for ‘new mums’ and you’re sure to be overwhelmed by pink cheeks, tiny knitted boots and fresh-faced women warmly caressing blue-eyed babies.
Brands targeting the new mums category are often guilty of seeing motherhood through rose-tinted spectacles, and therefore alienating their audience. On the flip side, in trying to empathise with new mums, they can also tread a step too far. Take the Mumsnet backlash to SMA’s ‘You’re Doing Great’ ad, for instance. Angry parents took to the online forum to vent their frustration about a brand that had failed to accurately represent their experiences.
— Will Corry (@slievemore) September 4, 2016
Girls just wanna have fun! Lena Dunham and co-star Jemima Kirke strip down to their lacy sheer smalls for new lingerie campaign
— The Telegraph (@Telegraph) August 23, 2016
— Will Corry (@slievemore) August 12, 2016
T&Cs https://t.co/SuJ6ppDNf3 UK 18+ Ends 10pm on 04/08
— Dove UK & Ireland (@DoveUK) August 1, 2016
The UK lingerie market is up for grabs. During the 1980s the market was dominated by Marks & Spencer, which held approximately 50% market share. However, this share has fallen to just 26% as the market place has become more fragmented and consumers’ preferences have changed.
Avril Breen, Pragma Consulting writes ...Recently, we had the privilege of speaking to Janie Schaffer, former Chief Creative Officer at Victoria’s Secret, founder of Knickerbox and renowned 'Knicker Queen' about how she thinks the market has changed and what retailers could do to gain share in this increasingly saturated space.