Meet My Work: FranciePants

FranciePants

Women’s underwear.

Core product message

The most breathable underwear ever made.

Services

Positioning

Messaging

SEO 

Copywriting

Pricing Strategy

Go-To-Market Strategy

The challenge

FranciePants is a fledgling underwear brand that ticks off a lot of boxes for conscious consumers: 100% cotton underwear, well-designed, size-inclusive and locally produced. But with so many great features, the startup hadn’t figured out how to position itself on the market yet.

My challenge was to develop the brand’s go-to-market positioning to help it gain initial traction, PR and its first online sales.

The outcome

Through my research, I discovered that FranciePants was uniquely positioned to take on a massive but underserved consumer segment: young women with chronic yeast infections.

I developed a series of strategic recommendations for FranciePants to enter the market as the world’s “most breathable” panty, leading with its health benefits and endorsements from OB/GYNs.

The project is now underway.

Interested in working together or learning more?

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