Warner's
A Case Study
Integrated Marketing

Background

Warner's was a leading department store lingerie brand for many years. But by 2002, the Warner's brand was in significant decline due to a lack of a clear point of view of its brands (both product and marketing), no discernable in-store presence, lackluster promotional environment, and a chaotic selling floor.

Challenges

How do we give this brand a distinctive presence that will resonate with a woman who is shopping among the morass of unorganized product offerings in the department store?

Insights

While consumer research revealed that the brand was "a bit boring" and the consumer was ultra practical, we discovered that we could inspire and captivate the Warner's woman by expressing "practicality" in an exciting and modern way.

Connections

A graphic brand identity was developed using a clean, contemporary design and a bright, accessible color, putting forth a strong presence, while still speaking successfully to the consumer's practical nature.

Black and white imagery juxtaposed with a vibrant orange modernized and created excitement around the brand at all points of contact from advertising to hangtags.

Advertising was created with language that spoke to her practical need as well as her desire to feel special every day.

Results

Initial unveiling of the new brand image re-ignited retailer excitement and reopened buying attitudes in the marketplace.

Recent advertising support for the brand resulted in a 23% week-to-week growth.