Print: Intima Piu Mare, Sous, Blint, Verführer Berlin, Bild, Berliner Kurier
TV: Auf Und Davon, RTL, TV.Berlin
Risks and challenges
My experiences confirm what studies have proven already - The global lingerie market is experiencing major changes. Trend oriented lingerie of high quality is in demand. Despite the fact that the market segment lingerie has been growing massively within the last years, the German Lingerie market is still dominated by traditional underwear brands and retailers with reserved conservative buying behavior. Although they realize that new brands are getting onto the market with fresh ideas and a different understanding of seduction, they prefer to stick to their conventional buying patterns and observe the younger brands for a couple of seasons. Being asked why they are doing so, retailers describe their concern of a lower quality, deliveries not being punctual, the financial risk, and lack of customer experiences with those products as their reasons to stay away from new brands. I’ve experienced this situation for a couple of seasons now with Juju Lingerie while fans and followers of the brand have been asking constantly for the products.
Juju Lingerie is a company that was born from women’s high demand for revealing aesthetics which are not dictated by a small elite and distributed by only a small select group of traders. There is no better chance to maintain the Juju Lingerie brand and the quality that it stands for than to elude ponderous market components and taking the products directly to consumers giving them the choice that they deserve.
Crowdfunding can be a brilliant chance for Juju Lingerie to increase its level of awareness, distribute the products among followers and help the brand to expand. A successful campaign can finally help convince retailers to consider ordering the products. As a result, the lingerie could be available nearby, orders would no longer be necessary and latency times could be dropped.
Using Kickstarter is also a great opportunity to receive international feedback and adjust market strategies.
- (60 days)