As an established, successful, Latin American shape wear company, Leonisa knew their existing clientele and market very well. But as they approached the U.S. customer with their first brick and mortar store at Mall of Georgia, Leonisa needed support defining the voice of this new target, developing brand positioning and messaging for the U.S. market, creating market awareness, and finally, translating all elements into an in-store experience. 

Navigating a saturated market

In order to succeed in the heavily saturated U.S. lingerie/shape wear market, Leonisa had to define the target U.S. customer and understand her needs and current impression of the market. It was also important to recognize that the Latin American messaging would not translate to Leonisa’s new target consumer, so it was necessary that the messaging be both unique and relatable.

The methodology

Planet Studio performed an extensive competitive analysis and market research via mall intercepts and online focus groups to engage potential customers and gather opinions regarding body image/values, life stages, where and by whom they are receiving information and influence, trigger points for purchases, and what they prefer in their in-store shopping experiences. We then delivered a “Voice of the Customer” (VOC) document that detailed an understanding of Leonisa’s requirements, a common language and message for the team, key input for appropriate design of messages and specifications for the “customer experience,” and an overall springboard for product innovation.