CASE STUDY

Underpinnings

ABOUT

Underpinnings is a body-positive e-commerce undergarment brand that celebrates and supports women of all sizes, with a particular focus on providing high-quality bras for larger sizes. With a commitment to inclusivity and empowerment, Underpinnings aims to redefine beauty standards and create a positive shopping experience for all.

THE PROBLEM

As a women owned and led agency we understood the need for a revolutionized way to sell lingerie to women of all sizes who often feel uncomfortable with the shopping experience. Our collaboration with Underpinnings was a transformative partnership driven by a shared vision of inclusivity, body positivity, and empowerment.  When Underpinnings approached IconiQ Creative Group, they faced a significant challenge. The lingerie industry often neglects the diverse needs of women with larger bra sizes, leading to limited options and a lack of inclusivity. Underpinnings sought to overcome these obstacles and establish themselves as a go-to brand for women of all sizes, requiring a comprehensive marketing and brand strategy that would resonate with their target audience and elevate their brand identity.

THE SOLUTION

Through extensive research and collaboration, we developed a comprehensive marketing and brand strategy that focused on inclusivity, body positivity, and high-quality products. This strategy included a refined brand voice, visually compelling imagery, and monthly targeted messaging to connect with Underpinnings’ audience on an emotional level.

THE CREATIVE

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THE RESULTS

  • Elevated Brand Identity: Underpinnings successfully established itself as a leading brand for women of all sizes, with a brand identity that truly resonated with their commitment to inclusivity, body positivity, and empowerment.

  • Enhanced Market Position: Our comprehensive marketing strategy helped Underpinnings stand out in the lingerie industry by addressing the diverse needs of women with larger bra sizes and providing a more inclusive shopping experience.

  • Emotional Connection: The refined brand voice and visually compelling imagery created a strong emotional connection with the target audience, reinforcing Underpinnings’ dedication to celebrating body positivity and offering high-quality products.

  • Effective Targeted Messaging: Monthly targeted messaging effectively engaged Underpinnings’ audience, keeping the brand top-of-mind and fostering a loyal customer base that values inclusivity and empowerment.

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