Panache Sport Launch Campaign
After years of testing and development, Panache recently introduced its first sports bra, Panache Sport. As well as steering the branding and marketing strategy of the product, we were asked to produce all materials for the bra’s launch - first to the trade and then to consumers.
Our first step was to communicate the complex features of the bra in a simple positioning line, The Ultimate Support For Any Sport. And then we set about making the new sports bra an essential piece of sports kit for the D+ woman.
We used strong photography and stirring copy that allowed the brand to comfortably sit alongside other trusted sports brands. We ran DPS adverting in national sports titles that drove women to our Panache Sport website, and we produced a brochure, POS and a range of other marketing materials that explained the benefits of support - and of Panache Sport - in full.
First-period sales targets to the trade were exceeded by 300% and Panache was able to get the sports bra into over 300 individual retailers - including John Lewis. The consumer launch was equally as impressive, with initial sales targets exceeded by 200%. Since launch the bra has also been the number one bestseller on Figleaves.com and Panache Sport has already become a leading name in the sports bra market.