SHAPEWEAR BRAND OFFERS
TO MAKE WOMEN, SLIM,
CURVY & SEXY
dhsksuhgh678GYhu / July 27, 2017 /
Leave a comment / Inspiration
I came across an online store called ‘Slim
Girl’ . Living in a society on the other side of
the world, which is fattist, ageist but at the
same time fastidiously politically correct , it
stopped me in my tracks. The store based in
Lagos, Nigeria taps into the aspirational
desire to be slim, desirable and sexy.
Slimgirl sells, waist trainers, swimwear,
sportswear and underwear, all aimed at
looking slim or curvy.
I think the name ‘Slim Girl’ is absolutely
fantastic. It says exactly what it means
without any ambiguity. It has a clear position
within the market and it looks like it
consumers know exactly what they will be
getting. It unashamedly taps into women’s
deep seated desires:
1. “Helps give you your desired shape”
2. The lycra is awesome…hugged my
body nicely”
3. “Flattens my mummy tum and slims
my waist”
4. Makes muffin tops disappear
5. “….snatches your waist and pops out
that bum”
6. “When I saw my shape in it, I was
determined to get that figure… It
motivated me to work on my weight
and body”
7. “….the lingerie was my perfect fit.
what i saw was even better than
expected.”
8. “The sexy kaftan lingerie is so sexy
and hot and yeah my man loves it on
me.”
9. “My hubby and I love it. The fitting is
flattering.”
10. it’s a more discreet than a corset. I
think it does the same job but it’s less
obvious that you’re wearing something
underneath!
11. Superfast delivery
12. Great customer service
This is a brand that works for it’s customers.
With it’s assortment of butt lifters, waist
cinchers and butt and belly combos, the
products speak for themselves. The website
though does not speak to it’s core audience
well enough.
What Works for me
1. The brand taps into a core aspirational
need of a specific group of African
women. To be slim, curvy and sexy.
2. The brand is clearly positioned for its
target audience. Women who want to
feel young and sexy. It’s fantastic to
see a brand that is able to do so
without a great deal of effort.
3. Simple, visually attractive packaging
4. European style in a market that values
foreign products
What doesn’t work for me
1. For a brand based in Nigeria, the store
images do not speak to it’s core
audience; Nigerian women. I would re-
shoot the images.
2. The images of products on the
mannequins do not do the products
justice. They don’t fit well and look
flimsy.
3. The sports wear section is under
powered and begs the question why it
is there in the first place.
4. The images of stock by themselves
look lost and functionless. I would
shoot all the images with real people
so that people can see themselves in
the clothes.
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