G&T_fash_mag_A5

One of the lingerie world’s major players,
Bravissimo has built up a multi-million-pound
award-winning business; with an unrivalled fitting
service and a huge range of beautiful D+ cup
underwear available online and in-store.
But by the start of 2015, despite their healthy
growth and racks full of gorgeous products, the
brand was losing touch with its younger audience.
That’s where G&T came in. It was the kind of
challenge we love – and we quickly got to work
digging and delving to unearth that crucial insight
to drive Bravissimo forward.
After all, every woman wants to feel confident,
whatever she’s wearing.
We came up with a simple proposition with
universal appeal: Amazing You.
We weren’t just selling a look, a product, or a bra.
We were selling a feeling that says “when you’re
happy, we’re happy. If you leave our store or
website feeling excited and amazing, our work is
done”.
WE WEREN’T JUST SELLING
A LOOK, A PRODUCT, OR A BRA.
WE WERE SELLING A FEELING
We used our own experience and expertise in the
fashion sector. We set up informal focus groups
around the offices and cafés of Birmingham. We
carried out social media analysis using cutting
edge analytics tools. The result? A realisation
of the key role underwear plays in the lives of
women. When you’re wearing an expertly-fitted
bra, you don’t just look great, you feel amazing
too.
Armed with this insight, we set out to put
Bravissimo firmly in the minds of Britain’s
women. It started as a brief to reach a younger
customer, but we realised that this was an
incredible opportunity to tell the powerful and
unique Bravissimo story to a far wider audience.
Of course, Bravissimo has no shortage of
beautiful lingerie. But while trends come and go,
that feeling is what keeps customers coming back
season after season.
Having nailed the proposition, the next step was
the campaign. What would Amazing You look like?
Bravissimo looks at things from the customer’s
point of view, so they needed a beautiful
campaign that was far more than skin deep. While
competitors’ campaigns had been overly styled,
sexy, or patronising about bra fitting, this had to
be far more authentic. We celebrated women and
showed how lingerie makes them feel confident,
positive and transformed. In a word: Amazing.
16 GIANTS & TITANS GIANTS & TITANS 17