So different, So needed So Individual, So You
Club M is a ladies underwear brand on a mission to help ladies ‘of a certain age’ to feel that their moment of desirability has not passed. They needed help in naming the brand and then in articulating their evolving product range to engage a niche audience, who are currently not being serviced.
With the focus of their products being so clearly mapped out as an older demographic, it was vital that we understood the behavioural patterns of this group in order to more clearly speak their language.
We created a brand world approach for this age group in order to get a feel for their wants and needs and this involved a review of all associated lifestyle connections from beauty salons to garden centres to the Women’s Institute! The outcome was an understanding that our target market likes to be considered and spoken to as part of a collective… and so the name Club M was evolved with a nod to the founder of the brand built in.
Once done we learnt that colour and symbols were hugely important to get right within this rebrand and so we introduced a super feminine layering of soft colours to convey the luxury feel and also the quality of their extensive product range.
We helped the brand launch to wide appeal at Liverpool Fashion Week.
of the total market is accounted by spend from the over 50s
Successful Launch at Liverpool Fashion Week.
The final designs for the brand logo and identity are wonderful.