The lingerie business Undiz, which is a part of the Etam group and targets young women, has a new director and is trying to improve its image. Formerly of Lacoste and Zadig & Voltaire, Marie Delahaie assumed the role of general manager in May of last year, and this autumn she is presenting the results of her labour. Her goal is to create a vibe that is influenced by California (in the United States), with a focus on sunny yellow, good humour, and a logo that has slightly rounded letters. Expanding the clientele is the goal.
According to Marie Delahaie, the new brand identity “accompanies a significant transformation: Undiz is now positioned as a young brand, and no longer for young people. This change reflects the reality on the ground. In addition to our 18-25 year-old customers, whom we want to retain, a considerable proportion of our customers have grown up with the brand and remain very attached to Undiz.[…] In shops, I’ve noticed that women sometimes accompany their daughters. This new identity also responds to these intergenerational and mother/daughter values,” she explains.
Undiz will now break up their communications into monthly chapters to “express a colour, an atmosphere, a silhouette, or to celebrate a collaboration,” so punctuating each of the twelve months of the year. The first chapter has a blond model with a highly golden tan wearing floral panties in lemon tones and second-skin cosmetics.
The campaign is being launched in France through social networking sites, hanging banners, and billboard advertising.
This change in image is also reflected in the collections. “Visual identity is deployed at every stage of the customer experience, and our collections are at the heart of it. As the campaign shows, Undiz is a multi-faceted brand. The brand’s expertise in tailoring is put to work to satisfy the different moods and desires of our customers: sometimes a desire for comfortable basics, sometimes for fine, sexy lingerie, or even to curl up in cosy pyjamas,” continues the CEO.
What’s more, the men’s range will be highlighted in a few months’ time. “Men represent a significant proportion of our customers. In 2025, a dedicated campaign and an expanded collection, particularly in homewear, will be specially devoted to them.”
The Undiz network comprises almost 200 shops in 20 countries, employing around 1,200 people. The company, which does not disclose its turnover, was created within the Etam group in 2007.
