The spices....

Reviewing our approach to keep our customers 'Hooked' on, we will need to aim at a smaller, focused target clientele, so as to achieve 100% product gratification of the same segment. We need our brand to arouse curiosity among the clientele. We plan to provide services and an interactive environment in our store.

• Beauty salon: Manicures,Pedicures and Brazilian Bikini wax by trained professionals.
• Catalogue Interface: An interface in the trial room where you can opt for a full catalogue view, design and colour options in your size, guidance to your perfect size,breast cancer information or even playing music.

Hooked's Approach..............

Hooked aims at giving its customers a practically successful, honest and aesthetic approach with some unique and some crazy designs.

We regard Enamor, Triumph, Vanity Fair and Etam as our competitors.

The product line that we will be offering, consists of

• basic Bras and Panties
• Bras, panties and night wear in an exclusive range for occasions like weddings and parties
• Maternity and nursing bras and panties

Market Gaps in Lingerie Brands

In order for us to provide our customers with the best product, we need to understand what the existing products are offering and where are the opprtunities for us to excel.These opportunities will be taken up and offered to our customers.
The market gaps that we have looked at are mentioned below:
In products,

• There are problems in underbust and bust size ratios. This causes misfits.
• variations in cuts, colours and sizes of a design are not available.
• New fabric developments for briefs, panties and nightwear.
• No professional guidance to the perfect size for a body type.
• Appropriate ratio of saleswomen and salesmen for comfort of the customer while shopping.

In display,

• As all designs, colours,sizes are displayed on the racks, the customer gets confused while looking at the product range and does not get an opportunity to look at all products.

In distribution,

• This product line is available only in major cities
• There needs to be a proper distribution channel to permeate the market segment that we are catering to.

In publicity,

• In case of lingerie, there are some cultural boundaries that does not permit straight forward public advertising. The major means of advertising for lingerie brands is magazines and catalogues.
• Among a majority of population, brand identity is not a consideration while buying lingerie.

Our pattern of ideas for Hooked...

We intend to provide the customers of Hooked with high quality products in a wide variety. We will also offer services like

• Personal shopper- Your friend at the store will help you find the perfect product for you. They will understand and cater to your needs with each visit to Hooked.
• Online shopping experience- For all who will come to associate themselves with Hooked.
• Customised tailoring- For those who think they never find the perfect size for themselselves. You will also be able to choose the colours, the trimmings and the styles. Customisation at its best!
• Special Offers- Look out for Gift vouchers and fascinating offers ! Get your man along and get 10% off on your purchase!
• Health and Care- Free physical check-ups for breast cancer by an approved physician.

The Charmers....

The woman buying innner wear from Hooked, is a vivacious woman who is between the age range of 24 years to 30 years. For her, who insists on being unique. She is aspiring for comfort, confidence and novelty in her second skin.

• Demographics: She lives in Bengalooru, Karnataka and she is a editor cum fashion journalist for Cosmopolitan magazine . She earns Rs.50,000 to Rs 75,000 monthly.
• Psycho graphics:She likes to enjoy a social life. She is an avid traveller who likes enjoy new environments and collect souvenirs.As every girl does, she likes to shop!
  She is experimental, fun loving, street smart,agile,perceptive and suave. She carries herself confidently. She loves to read books especially classics, enjoys cooking and like to try new cuisines. Her current favourites are Mexican cuisine and sea food. She likes romantic comedies in English movies. Her favourites in music are country music and the 60s bands.
• Daily activity: As she is living alone in a flat, she cooks for herself and does her own housekeeping. She spends most of her day in the office and finds time for her friends twice or thrice a week. Her weekends are spent on travelling or on office parties. She finds it difficult to take out time for her hobbies.
• Shopping:She buys products from brands like FabIndia, United Colors of Benetton, Rocky S, Van Heusen, Inc.5, catwalk, Levis among others. For lingerie, she prefers brands like Triumph, Enamor and Etam. She purchases lingerie for occasions like weddings, parties, daily wear. She would go for shopping with her friend or her partner. Her purchase decisions are affected by their aesthetic sense or their emotional or financial aspects. She goes shopping with her friends or partner to high street shops, shopping complexes, and street shopping.
• Reference group: She aspires to be very successful and be a role model for others!
• Peer group: Colleagues from office, friends from college, friend of friends
• Our product will help her be comfortable through out the day. Our product will give her the confidence and comfort of what she is wearing inside and in turn give her the confidence of what she wears outside. Our services will help her to overcome her apprehensions regarding health issues.

About us....

Introducing... Clover, a group initiated by four pretty, young nidians... who, by providence came for a shared purpose to this place called NID, and have since then traversed a journey of a year and half together as the students of Apparel Design and Merchandising. To begin with, we met each other with aspirations in our hearts, sharing the dream of making it big someday! Still living it, we sat in the class on 'Branding ' today and decided on finally giving it a shot... yep... we're moving ahead as entrepreneurs! We aspire to launch our very own Lingerie brand... Hooked..............unHooked.