VFB LINGERIEVFB LINGERIEVFB LINGERIE, SA

VFB LINGERIEVFB LINGERIEVFB LINGERIE, SA

POSITION-

ING

BRAND

VALORS

CLAIM

KEY

COMPET-

ITORS

Creation date : 1978

"For those who like fashion, not only for

pleasure"

Mass market

▪ Dim

▪ Passionata

▪ Daniel Hechter

▪ Kookaï

▪ Well

TARGET

▪ Natural feminine

women from A to E

cup

▪ Core target:

30-45

▪ Extended target: 25-

55

PRODUCT KSF

▪ Good fitting & comfort (in house fitting

know-how)

▪ Fresh & fashion design from basic to

seduction with large range of styles /

Specific pillar fighting competition best

sellers

PRICING

▪ Value for money brand with price

range evolving between “in line with”

key competition to -30% for most

tactical products

DISTRIBUTION

▪ France : mass market

▪ HM/SM : #3 vol.1

▪ Iberia + International :

Retailers /

Department stores

▪ E-commerce

COMMUNICATION

▪ Fresh and modern brand

image in line with DNA

BRAND UNIVERSE MARKETING MIX

1 GFK AH15

A Fresh daily generalist lingerie brand, with

an accessible price

▪ Naturality / comfort

▪ Freshness

▪ Femininity

▪ Accessible fashion

Other

▪ Etam

▪ Women S.

▪ Esprit

▪ H&M

BRAND IDENTITY

VFB LINGERIEVFB LINGERIEVFB LINGERIE, SA

BRAND UNIVERSE

dailyfemininity

easy fashion

playful

colorful

modernity

VFB LINGERIE, SA

LINGERIE

From B to ESINGLE BRIEFS

From 36/38 to 44/46

SWIMWEAR

From B to D

PRODUCT SEGMENTATION

A POWERFUL BRAND ON 2 SEGMENTS SS/17 ARRIVAL

VFB LINGERIE, SA

SS/17 COLLECTION

INTIMATES

VFB LINGERIE, SA

SS/17 COLLECTION

SWIMWEAR