We conducted a category deep-dive and needs mapping across bras and panties, covering functional and emotional dimensions. This helped decode how choices are driven by outerwear, occasions, usage contexts, and enabled whitespace identification.

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Through interviews and ‘bra audits’ of respondents’ wardrobes, we provided product and portfolio inputs, such as needs/occasion-based collections (support-focused, anti-bounce for dancers/gym-goers, shape-enhancing/glam) and reinforced the role of in-store consultants to aid decision-making.

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Finally, we identified the need for a strong imagery and tone shift to move the brand’s perception from dated or ‘aunty like’ to a more youthful and modern voice. This included rethinking communication to reflect a younger tonality without alienating the older consumers and repositioning traditional products (such as sari bras) in more contemporary contexts like corporate wear.