Case Studies
Berlei
Berlei is one of Australia’s most trusted intimate apparel brands. With a rich heritage dating back to 1912, Berlei has a leading share of the bra market, with distribution through department stores and independent retailers.
Berlei was a market leader, although it did not have the associated market status and brand standing. The Berlei brand was typically described as functional, responsible and reliable, and whilst Berlei owned the “everyday” position and many the important supporting attributes (comfort, fit and quality) it was also seen as mumsy, middle of the road and a bit dull. The brand needed to be reinvigorated in the minds of retailers and consumers with stronger emotional associations, and a greater sense of excitement and momentum.
Internally, the Berlei culture mirrored the external image. The business was highly technical and focussed on function and form over fashion and style. Product reigned supreme over brand, and the business was more focussed on itself and retail pressures than the consumer world.
In 2007 the management team at Berlei prioritized a strategic brand review. The brand review was holistic and involved an “inside out” assessment of who Berlei was as a business, what it stood for and how it would need to position and present itself in order to achieve future growth aspirations.
Berlei’s brand philosophy became “helping women feel fabulous everyday”. This philosophy was the reference point around which the company culture, the customer experience and brand idea were aligned. The agreed brand idea was “Uplifting Australian Women” and was expressed externally through a series of experiences centred on the “Berlei Uplifting Tour of Australia” – a concept based on the insight that women hate buying bras as much as they hate going to the dentist and 2/3 Australian women are wearing the wrong bra.
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