Leia Lingerie is a new concept in lingerie retailing, borne from the knowledge that many women found shopping for lingerie completely uninspiring, a chore to be put off even.
As the Leia manifesto says “shopping for lingerie should be a treat. It should leave you with a smile on your face and a glint in your eye”. Cream joined a very small retail team from the lingerie wholesaler Eveden to address this customer need and create a whole new shopping experience.
Leia was the result of a mission by Eveden to redress women’s feelings about shopping for lingerie – especially those women with a bigger bust, who traditionally have felt like the ‘poor relation’ – not as much choice, their size always “shoved” on the back of an over-full merchandiser…. a general feeling that they were a second thought.
Leia brings together a vast range of brands and styles, catering for a 28″ back through to a 56″ back, an A cup through to a JJ cup. It puts them together in a beautiful, yet friendly environment, with a bespoke merchandising system and it has a second-to-none fitting experience.
The beauty of the project was that with such a small team, we were able to consult on all the important decisions; we all brought our own areas of expertise to the party, but by consulting across the board, the customer was always at the heart of every decision made.
Cream’s particular input was developing and managing the brand values, the tone of voice and the overall marketing and promotional strategy, as well as inputting into the customer service model, the merchandising and the product selection.
Leia now has 4 stores nationwide – in Bluewater, Cardiff, York and Richmond, with more planned. Plus a transactional website for those who live elsewhere in the UK – http://www.leialingerie.com
Read what Tracy Lewis, MD of Eveden and Leia had to say about Cream’s work on the project.
Why not also read Cream’s views about the recent M&S ‘boob’ with it’s pricing strategy
