Overview
Executive Summary — concept, goal, and target customer
Brand Extension · Intimate Apparel
A research-driven brand extension proposal exploring how Panache could serve fuller-bust, smaller-waist consumers through proportion-specific engineering rather than simple extended sizing. The project moves through market and consumer research, brand positioning, a full marketing mix, and brand identity work, before resolving into two complete seasonal collections with mood boards, color stories, materials, and finished line sheets — each style fully priced and specified across colorways, fabrication, and key measurements.
Executive Summary — concept, goal, and target customer
Brand Research — Panache facts and brand values
Consumer Research — demand for better-engineered bras
Consumer Research — defining the Millennial consumer
Consumer Research — the case for proportion-specific engineering
Target Consumer Segment — The Intentional Modern Woman
Target Consumer Segment — lifestyle, values, and style preferences
Target Consumer Segment — motivations and purchase behavior
Category Evaluation — the U.S. lingerie market
Strengths — inclusive fit offerings in the category
Direct Competitors — benchmarking against the market
Perceptual Map — price vs. sustainability
Perceptual Map — sustainability vs. inclusivity and innovation
Brand Extension Rationale
Product Strategy & Proposal Summary
Marketing Mix — product, price, place, and promotion
Brand Development — identity and hardware
Brand Development — product application
Brand Development — labels and packaging
Season 1 overview
Mood Board — Season 1
Trend Board — Season 1
Color Story — Season 1
Materials — Season 1
Line Sheet — bras
Line Sheet — bottoms
Line Sheet — bodysuits
“Vintage Nights” — key looks
Line Presentation — bras, bottoms, and bodysuits
Season 1 Line Plan
Season 2 overview
Mood Board — Season 2
Color Story — Season 2
Trends — Season 2
Materials — Season 2
Print Direction — Season 2
Line Sheet — Season 2, bras
Line Sheet — Season 2, bottoms and thongs
Line Sheet — Season 2, bodysuits
“Vintage Dream” — key looks
Line Presentation — Season 2
Season 2 Line Plan
Key Selling Points — molded cup bra construction
Key Selling Points — high-waist brief construction
Key Selling Points — compression bodysuit construction
Project Conclusion