EC

2

ACTION PLAN

Detailed Lingerie Size Division

The lingerie size division will be designed to serve over 80% of female consumers who do not know their correct lingerie size. The focus will be on One Size and One Size Plus consumers who have been facing difficult times to comfortably access their lingerie ranging from bras to other inner body apparels. The division will be dominated by the XL-3X Range of lingerie.

Active Communication with Consumers

Catering for the Plus Size audience is a vital aspect of meeting the lingerie needs of the targeted market segment. Active communication will be integrated as a crusade inclusivity with personalized communication for the Plus Size audience niche. The active communication goals will be actualized through brand ambassadors who will cast direct campaigns to the market niche with a view of getting every aspect of their opinions about the brand capabilities and weaknesses to improve. This will be supported by Speak their Language features of the active communication team. Health at Every Size Campaign will be funded to increase the contact with the plus-size community (Gupta, 2020).

Authentic and Diverse Product Visuals

Visuals on social media marketing platforms will be designed to meet the market niche preferences with proper and clear labelling done on every product that enters the market. All authentic and loyal customers will be included in the official online brand pages for increased brand visibility where relevant visuals will be shared through real-time and updated visuals updated.

References

Gupta, A. (2020, December 04). Communication Tips for Apparel Brands to cater to the Plus Size audience. Retrieved from https://www.linkedin.com/pulse/communication-tips-apparel-brands-cater-plus-size-audience-gupta/