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CLIENT

OVERVIEW

BRACODE

(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.

INDUSTRY

Lingerie

TARGET CUSTOMER

MY ROLE

Ladies aged 25-34

Founder, Designer, Operation Director, Marketer

USER RESEARCH

1

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.

2

​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.

3

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.

WIREFRAME

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DESIGN GOALS

1

Create a website that people can easily understand the concept and advantages of 3D technology and semi-customization

2

Make it sample and as least taps as possible

3

Encourage people to book online

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LINGERIE DESIGN

1

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.

2

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.

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MARKETING

1

Social Media Content Creation

include graphics, copywriting, video

2

Collaborations with KOLs

3

Media Exposure

4

Event

university tour, public sharing, exhibtion

PROMOTIONAL MATERIALS

Poster/ Banner/ Coupon