Project Management

The perfect bra project

Hunkemöller – The Perfect Bra

The perfect bra project

The challenge

Around 80% of women wear the wrong size bra. Hunkemöller want to take leadership to minimise the amount of women wearing poorly-fitting bras.

What we did…

  • Industry-wide research and conclusions including the impact of body and breast shape vs. size vs. bra type/effect
  • Vision, plan and resource proposed and agreed
  • Conclusions validated by internal fit exercise
  • Large-scale customer fit event as further validation and begin to position Hunkemöller as a true specialist. Event held over three countries to understand cultural differences
  • Create new service level identity and expression
  • Create new module for customer service training that will influence staff behaviour and KPIs
  • Deliver across e-tail, HR, retail and marketing functions
  • Review via store trials before roll-out
  • Roll-out
  • Drive measures and results

The result (delivery Q1 2013)

  • Greater customer loyalty
  • Lower returns
  • PR coverage
  • Social buzz