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 and mastectomies. With a commitment to inclusivity and empowerment, Underpinnings aims to redefine beauty standards and create a positive shopping experience for all.
The Challenge
When Underpinnings approached us, 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. As a women-owned and led agency we understood the need for a revolutionized way to sell undergarments 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. 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 and messaging, visually compelling imagery, and monthly targeted social media messaging to connect with Underpinnings’ audience on an emotional level.
The Results
Underpinnings emerged as a standout brand for women of all sizes, successfully establishing a high-level identity rooted in inclusivity, body positivity, and empowerment. The marketing strategy elevated its position in the competitive lingerie market, making it a trusted choice for women with larger bra sizes and creating a more inclusive shopping experience. A refined brand voice and visually compelling imagery built a strong emotional connection with the audience, while consistent, targeted messaging kept the brand top of mind and nurtured a loyal customer base that values confidence and empowerment.