07 Oct HITCHCOCK PARTNERS: THE BOD BOX
Maidenform was perceived as neutral with no meaningful voice or story. As a result, the entire shapewaer category came to be named after an aggressive newcomer—Spanx.
Hitchcock Partners needed insight into the female consumer’s mind to see what it would take for Maidenform to reclaim a clear voice in the market.
We built mobile TV studio in Times Square, as small as a confession booth, with no windows. We invited women to talk about intimate apparel. What they told us reaffirmed our strongly held belief – that Maidenform could absolutely compete and even still had a competitive advantage in the Shapewear category. But first we would have to give Maidenform a unique, relatable and believable voice.