potential competitor marketing techniques:

I have looked at possible competitor labels such as La Perla, Chantal Thomass, Agent Provocateur (AP) and Pleasure State. Each has employed different marketing techniques to promote and increase the growth of the label...

Chantal Thomass: focusing strongly on luxury, while addressing the common points of "Femininity, Sensuality, Glamour, Luxury, Seduction and Impertience" Chantal Thomass has differentiated her label through the synopsis between the brand and her personality (using her physical apperance as an identifying point). It started with a chinese shadow image of herself and from this the distinctive black, smooth 'bob' haircut was an image that continues to be associated with Chantal Thomass. The 'bob' is worn on the photographic models fro the web site and often in parades. A notable use of this image was in her first parade, where the invite was actually a 1/2 mask of her eyes and bob hair cut. On the back it was printed "If they dont let you in, tell them that you're my sister" (http://www.chantalthomass.fr/)

Chantal Thomass, like other labels such as La Perla and AP, uses her web-site as a strong marketing tool, reflecting the french (provincial) roots of the designer and the label. The web site is interactive and entertaining for the consumer, with the use of "flip-cards" to differentiate between collections; parades; philosophies/history; photo shoots; other Chantal Thomass products + new and up-coming designers Chantal is collaborating or choosing to promote. These individual cards can be attached to a blog or emailed to "friends" reflecting the label's desire to stay on-top of technology. Chantal Thomass also offers a free online club, offering less than the AP club but continuing to email updats on new collections, events etc.

Agent Provocateur: focus is on making high quality lingerie available to the public that "...creates flair to stimulate, enchant and arose both wearers and their partners." (www.fashionforum.org/fashion-brnads/agent.provocateur.html) "When we started Agent Provocateur we really wanted to make people understand that it's okay to be sexy, feel sexy, and also to change people's prudish attitude towards sex..." (RUSSH Magazine July-August 2008) This focus on sexuality and pushing the boundries of what is considered acceptable exploration and promotion of sexuality is used as the strongest marketing tool for the label. (often getting them in trouble with the media!)

- uses seductive and fantasy-like photographic shoots and short films (seen on website)

- stores around the world are set up in a way that reflects a red-light district

- designing and stocking products that enhance sexual pleasure and sexuality (e.g whips; pasties; blind folds etc)

- also seen in the names of the collections: example - "Pan and the Vestry of Vrigins" or Tableaux Virants".

Like Chantal Thomass, AP also uses the website and online tools to promote and market the label. A free, even stronger online club, APClub, than that of Chantal Thomass, is used to give members exclusive access to some of the online films and the online magazine. (a far more stimulating and exciting club than that of Chantal Thomass BUT one of AP's philosophies is to enhance the availability and encourage an openness towards sexuality that Chantal Thomass does not.) Using lots of images, colour,sketches and exclusive AP music (available to purchase) while blogging latest press releases and any other AP events.

Unlike the other possible competitors, AP also uses celebrities to promote the label - such as Kate Moss, Kylie and Heidi Klum in film and photographic promotion. This is another example of linking the label to the everyday buyer. Although those used t promote the label are not "everyday" people, they are the type of women who many "everyday" women (and men) follow and look up to.

La Perla: of all of the possible competitors, La Perla, through its choice of marketing, gives off the most elegant, luxurious and sophisticated apperance, reflecting the label's high-end price points, luxury fabrications and designs. Using traditional methods of marketing in photography (seen online) and magazine spreads. All the shots reflect a glamour, sophistication and femininity that reflects the label's designs - choosing to promote only certain labels that fall under the La Perla name. (using soft lenses and air-brushed models that have a very strong but feminine presence - these images appeare somewhat timeless)

Like the other labels, there is also an online E-mag but it is fairly brief and does not have the interactrive capabilities of AP's. It is clean, crisp and timeless in its design (reflecting yet again the target market and nature of the La Perla label) but offers only brief details of recent/up-coming La Perla events ; photo-shoots and catwalk shows etc.

Pleasure State: the only australian possible competitor, Pleasure State has similar marketing techniques to La Perla, using the website and look-books to promote the label. (although less luxurious/extravangant as the La Perla site which also offers an oline store - not available to australia however) The web site has very clean, simple lines and uses lots of negative space, offer customers the opportunity to read about the label's philosophies - to create "...contemporary elegance, discreat luxury and ultimate comfort..." while finding the "...perfect equlibrium between fundamental comfort and ultimate luxe, a perfect balance between reality and desire." (http://www.pleasurestate.com/ - profile/the company/philosophy)

Unlike the other three competitor labels, Pleasure State does not offer a retail store, selling through boutiques and large department stores. This means they must fin another way to promote the label, and uses look-books as a way to remind the customer of their product after they have left the store - also gives them something to take away which consumers find appealing. The photographic work has a strong focus on the lingerie (unlike AP which incorporates an entire theme and backdrop to each shoot), with simple, strong detailing. Pleasure State, like La Perla reflects a more traditional marketing approach. unlike the other labels, Pleasure State has no online magazine or group/club to join. I think that all of these marketing techniques reflect the very "real" and "achievable" nature of the Pleasure State label. Although promoting a more luxurious feel, the label is essentially a very available and achieveable brand for many of the population - the branding therefore has to reflect this by promoting a more commercial and generally "likable" appeal to a broad range of target customers.

-Joanna