In 2010, 47 Undiz shops are opened in France
The main target of this new brand name is girls and boys between 15 and 25 years-old.
The brand practices small prices to fit with its young target. Undiz prices are in an average 50% less expensive than Etam lingerie products. In fact, The Etam Group wants to compete with low prices lingerie brands as H&M lingerie.
These low prices allow consumers to delight themselves without feeling guilty with a non expensive and trendy product.
Undiz brand invites customers to adopt the concept of “mixed and match”. That is mean that you forget to outfit but coordinate our own way. “Girls buys odd underwear “ assures Marie Schoot, The brand owner. By this way, women could express their own identities by mixing bras and panties. The brand doesn’t follow the trend but it creates it.
Its positioning wants to give an answer to modern girls and boys needs who consume underwear differently. Far from the woman as an object, girls take responsibilities for themselves, are independents, autonomous and want to recognize themselves through their underwear.
The success of Undiz also lies in the bubbly and full colored products. Nowadays, underwears re created to be seen. It is like another clothe. Young people want something original and they love color. That is why they are crazy about Undiz.
In order to multiply visits in shops, Undiz designs one collection every couple of weeks. So for one year, they produce 22 collections.
Shops are the main media used by the brand. They do any visual advertising as TV spots or posters. They have also launched a website dedicated for the Undiz products. And in the “Shake zone”, consumers cold give their advices about the brand or a product and also propose new ideas. In fact, the suggestion which comes back the most often is to sell Undiz products online. Faced to the growth of e-commerce, and competitors, online shopping will not be an option.
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