US intimate apparel company Maidenform is planning to reveal the results of a re-branding exercise, next month.
In celebration of its 90th anniversary, the company will be unveiling a ‘new architecture’ for the brand, including an updated logo, in a bid to keep the company’s image current.
Maidenform chief executive Maurice Reznik told Lingerie Insight: “The name of our brand has great equity, but it is a little bit… It is a double edged sword, frankly, a brand like Maidenform. People know it, which is great, but Maiden sounds old.
“We have a new president and the way he describes it is really great. He talks about taking the Maiden out…”
The brand will continue to be called Maidenform, but the logo will be ‘evolving’ and the company will extend the architecture of the brand to enter into new categories, such as activewear.
Currently under development, the new activewear collection is set to be officially announced this August for an AW13 entry into stores.
Reznik added: “We are going through focus groups right now. We want to make sure we don’t alienate our current consumer base. And the other thing about this category, you have to educate the consumer quickly so she knows what it is.
“We just need to make sure that in the effort to elevate the brand that we don’t minimise the communication. Ultimately, how do we make it easier for the consumer to shop? How do we make it simple? We ship 90 million garments a year. It is a lot. If you can think about the complexities of changing the marketing, it is expensive and it is a big step.”