La Senza looks to reposition to broaden appeal

La Senza is to overhaul its brand strategy and reposition as a quality retailer in an attempt to broaden its appeal to more consumers.

The company wants to be perceived as a rival to more upmarket lingerie retailers such as Marks & Spencer.

Marketing director Sarah Hawkins, who joined the lingerie retailer in September, plans to overhaul the brand’s marketing strategy, stores and advertising.

“La Senza has really changed as a brand. The quality and designs are better, but perceptions haven’t changed. Part of the strategy is to get women to reappraise the brand,” says Hawkins.

“We want to get more customers through the door to spend more money so the marketing needs to be about broadening the appeal to 18- to 40-year-old women,” she adds.

The chain has appointed Karmarama to help with the repositioning. The agency will create a national TV, press, outdoor and digital brand building campaign in 2011.

La Senza has already begun revamping its stores, replacing the black and pink interior with a more neutral cream and pink colour palette to reflect the brand’s new tone of voice.

The chain has previously used celebrities including Tess Daly and The Pussycat Dolls (pictured) in its advertising but Hawkins says it will now focus on pushing the brand and products.

It is also developing a social media strategy through Facebook and Twitter to build engagement.

La Senza is the largest independent lingerie retailer on the high street and operates 174 UK stores.

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