Lively
Customer Profile
Emma
Age: 26
Location: NYC
Occupation: Fashion and wellness Blogger, Yoga instructor, Grad student at NYU
Income: middle class
Lifestyle: grad school, yoga classes, blogger, social events
Passions: promoter of healthy eating and wellbeing, traveling, writing, empowering women
Personality: fun, outgoing, energetic, eccentric or whimsical
Fashion Style: comfortable, relaxed but polished, fun
Qualities she loves: ethical, sustainable, and eco-friendly fashion, made with care, comfortability, soft fabrics, clothes that can transition throughout the day
Qualities she dislikes: fast fashion, cheap materials, cheaply made
Their Bras
"Provide high-style and comfort from each category. We are establishing an entirely new category and POV of lingerie, a movement that we call Leisurée"
Lively bras are made to be comfortable while providing support for most activities including exercise.
Most of their designs are simplistic but made to be seen, either by outwear, that shows it off or alone like a sports bra.
All their bras including their bralettes are made to support bigger breasts.
Current Marketing Campaign
Lively's marketing centers around their strong social media presence. Several articles can be found about Lively that feature interviews with the founder, Michelle Cordeiro Grant, who is determined on promoting her company and their future plans.
SWOT Anylysis
Lively
Strengths: Branding/mission statement, target customer, presence on social media, ethical business standards, supply chain visibility, customer brand loyalty, and community
Weaknesses: lower overall brand awareness, limited products, limited customer service features, shipping only within the U.S.
Opportunities: “Leisuree” brand concept, athleisure macro trend, collaborations with other ‘like’ companies, millennials and generation z buying power
Threats: startup risks, no brick-and-mortar- presence, small brand expansion, competing with other online bra startup companies
Lacie's
Strengths: Unique Product design, in-store customer experience, branding, customer service
Weaknesses: Higher price point, no supply chain visibility, not meant for athletics, platform connectivity
Opportunities: Luxury-focused products, exciting marketing campaigns, strengthen channels to become seamless, collaborations
Threats: Similar target customer demographic of other bra companies, competition from online lingerie companies, start up risks
Lively's Channels
Online store - Allows customers to shop online with free shipping over $40 and returns.
Pop-up - Pop-up shops that allow customers, usually past customers, to come shop in person and see newly launched merchandise.
Events - Bras shopping combined with wellness and motivational events such as yoga classes or inspirational panel discussion.
Lively strives to provide quality bras “made for real life” for women who are on the move and need a bra for both active wear and everyday wear. They bring this across in not only their online website but the pop-up shops and events they host where they focus on lifestyle choices such as yoga events and women empowerment panels. Their goal is to associate their bra with comfort, athleisure and a healthy lifestyle and we see them following through with this across all their platforms.
Why Lively?
We chose Lively as our competitor because of their omni-channel approach. Lively strives to channel their "Leisurée" brand concept in all aspects of their company. While Lacie's brand concept strives for comfortable elegance in our products, we plan to reach our customers as successful as Lively using similar platforms. We found Lively to be the ideal competitor for Lacie's because they endeavor to create unique events and pop-up experiences that provide an experience for their consumers as they shop (Schiffer). Lacie's wants to create the same feel in our pop-up shops and hope to have our own unique experiences that embody a relaxing and fun shopping experience.
