(J&K Brassiere Co., Limited)
BRACODE is my startup project during 2017-19. We were the incubatee of HKSTP under its Incu-app programme and funded over HKD$1million by the Hong Kong government under the Technology Start-up Support Scheme for Universities (TSSSU) .
BRACODE a lingerie brand that provides semi-customized bra by using 3D scanning technology to analyse human body data.
We take an online-to-offline approach, so we need a website to drive people to make appointment online and then customers go to our offline store to do the 3D scanning.
We also need to develop our own lingerie collection.
Ladies aged 25-34
Founder, Designer, Operation Director, Marketer
Ladies are willing to pay more for a better fit bra
The awareness of wearing a fit bra is rising in Hong Kong market. People believe wearing a functional bra can correct posture and improve body shape. Functional bra in the market usually has a higher selling price than fashion bra.
Most people do not have a full understanding on 3D technology and semi-customization.
Most bras in the market are made by mass production. The concept of 3D body scanning and semi-customized bra are quite new in Hong Kong.
Aged 25-35 ladies show the most interest on this business
This group of customers have certain purchasing power and are young enough to be willing to try new technology.
Create a website that people can easily understand the concept and advantages of 3D technology and semi-customization
Make it sample and as least taps as possible
Encourage people to book online
Color and Style
According to a survey result, black and white is the most common color of bra in their closet. And they prefer simple design which can easily match with different outerwear.
Vote on Instagram
Base on their requirement, we draw some designs and then post on Instagram Story to let our potential customers to vote. The top 3 styles will be selected to launch.
Social Media Content Creation
include graphics, copywriting, video
Collaborations with KOLs
university tour, public sharing, exhibtion
Poster/ Banner/ Coupon