Proposed Brand Market Position

The proposed brand market position is similar to the current, as the actual positioning of the brand is not going to change after the proposed strategy is put into place. However, the brand is going to change its ethos and its message it sends to consumers. The premium status will still remain as this is key to their market position. The brand shall empower women and promote a realistic happiness rather than the 'fantasy' they marketed before. The brand accepts every kind of beauty and is positive, making consumers feel good during and after their store experience. Offering a range of sizes means that not market is alienated and everyone who wishes to shop there can.