Urban Undercover is a high-quality “underwearables” (lingerie) and accessory company with a passion for travel. Near, far, in airports, train stations, or in driver's seats, they believe that life is for living, exploring, and connecting. Their products help people do that in a way that’s better for your body (comfortable, anti-bacterial, and leak-resistant) and for the environment (sustainably made).
Role
Strategist
Timeline
One Week
Category
Underwear
The Ask
Relaunch the brand new Underweareables line to support growing brand awareness and lift online sales in 2023.
The Challenge
With sales declining due to the brand previously focusing on a much-too-specific audience in much-too-specific scenarios, how can we position Urban Undercover's "underwearables" as the best solution for travel-minded people while taking into account the higher-than-average price point?
We all remember going to college and being forced into the "student life Venn diagram". You couldn't have it all, not without some sort of burnout.
What if I told you that the clothes you wore, more specifically your underwear, could fall into a similar Venn diagram? The "poor design Venn diagram", as I like to call it, makes it so that you always have to sacrifice something when choosing your underwear. The categories are Funtion, Comfort, and Beauty. But, remember, you can't have it all.
That seems unfair, right?
This is Sam
Sam hates her ugly undewear...
Sam is the real outdoorsy type. She loves to walk, run, hike, and trot, basically, if you can do it on a trail, she likes it. She loves to travel, which is why she specifically looked for a remote job when she applied for her current position. During her journeys, she makes sure to always get an authentic experience when visiting a new place. Between work, family, and friends, she’s always moving and on the go, and for this she needs high-quality products that can keep up with her busy life. Since she loves taking trips, and constantly needs to pack light, she invests in functional clothes that are easy to bring and clean, although they're not always the prettiest to show off, if you know what I mean. The point is, she’s here for a good time AND a long time- and she'd like her undewear to do the same.
The Opportunity
Redefine the brand to make it a “must-have” for on-the-go Millennials and position the products as THE most functional piece of clothing for their lifestyles without having to sacrifice comfort or beauty.
Insight
Women’s underwear doesn’t live up to women’s on-the-go lifestyles.
"Fit for all of life's journeys..."