The consumers 'need', in terms of what kind of patterns they like on their knickers and the colours they prefer has not fully been understood. This was a great opportunity for us to re think and push our potential in creating something, unique and out of box.
Based on our research we understood that in India women and young girls prefer buying knickers separately from small mom and pop stores, instead of purchasing a set (bra + knicker). We built on exactly this user behaviour and created designs which not only would work for women (age 30-45) but also for young girls (age 18-30).
