Copyright DBA Apparel – All rights reserved

Anne-Christine AyedAnne-Christine Ayed

Leveraging on-line consumer Leveraging on-line consumer clubs to identify innovation clubs to identify innovation

white spaceswhite spaces

January 26, 2009

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Global Designer, Marketer and Manufacturer of Branded Women's and Men's Apparel Products.

International group created from the acquisition of Sara Lee Branded Apparel Europe by Sun Capital Partners (2006).

3 categories including: Intimates (50%) Underwear (20%) Hosiery/Socks (29%).

The 14 brands are:

DBApparel : The companyDBApparel : The company

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DBApparel is and wants to stay the

European leader

–- With strong brands–- Focusing on customers and consumers

–- Known for its ability to Innovate.

DBApparel : The companyDBApparel : The company

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When related to lingerie and hosiery technical products,

the criteria for innovative offerings are:

- new materials/processes - new product construction- new presentation/packaging

that- do not exist in competitive products- bring added value to consumers - could be protected by intellectual property

DBApparel : InnovationDBApparel : Innovation

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Silicone for dynamic support

Silicone for dynamic support

Product Concept Projects Portfolio Product Concept Projects Portfolio

Flexible wires

Mark

et

need

Low HighMedium

Aesthetic

Support

Comfort

Complexity

Silicone for stayin place

Removable cups

Crinoline cup/Corolla and

spiral cups

Up new generation “PUD coating”

Glued edges

Pantograph back/back with

folds

Disposable Underwear

Elastomer for flexible shaping

Flexible supportFlexible support

Elastomer to provide better long lasting fabric properties

Silicone to replace elastic

trimming

Shaping

DBApparel : Innovation BoardDBApparel : Innovation Board

I ncubate ideas Ship Products

Development

TOOL BOX TECHNI CAL PROJ ECTS PORTFOLIO

I DEA MANAGEMENT SHAPI NG / PROPOTYPI NG EXECUTI ON

1. Trends

2. Market needs studies

ScreeningGate 0Brainstormi

ng

PRODUCTS CONCEPTS PORTFOLIO

Outsourced if no I PAutun or Manila if I P

Sponsored by the CEO and composed of business VP’s, Operations VP, R&D and Brands Directors

Provides a forum for firmwide exchange of innovative ideas

Tracks and cultivates innovative ideas across the BU’s

Undertakes R&I product portfolio management and sets new product development strategy

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“The Consumer Board is a company wide forum that integrates

consumer insight and understanding into the heart of what we do”

DBApparel : Consumer BoardDBApparel : Consumer Board

Hugues de TalhouetDBA

VéroniqueJ acquatDBA

Antoine de la CelleDIM

Sandra KellerNUR DIE

FabienneMorvanDIM

Cristina PoliniLovable

Sharon HarrisonDBA UK Limited

J ane RichardsonDBA UK Limited

Sonia MigallonDBA

Olivier LeroyDBA

Anna RicottiLovable

ManonTurlanDIM

Francesco DuranteDBA

Veronique LombardDIM

Key cross business ‘players’ primarily but not exclusively from marketing or retail

All have a passion for the consumer and are open, collaborative and willing to embrace change

Look also at external inputs

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DBApparel : Consumer Board DBApparel : Consumer Board

Its role: Develop a learning culture by providing a forum for sharing commercial successes and failures through the company

Drive deeper insights and intelligence across the Brands and optimise total company spending

Develop new ways to raise consumer observation and listening skills

Benchmark our consumer research process and keep us up-to-date with new methodologies and segmentations

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Online community of women who log on weekly Online community of women who log on weekly to a to a

dedicated site to complete “Activities”dedicated site to complete “Activities” Semi Structured

questionnaires and open forum discussions

Activities are planned and directed by us

Around 500 women registered

Actual participation 75-150 members a week

DBApparel : Consumer ClubDBApparel : Consumer Club

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DBApparel : Consumer Club DBApparel : Consumer Club Bras & Women Who wear themBras & Women Who wear them

Our Goals:Our Goals:

Increase our understanding of what women want their bras to do for them

Engage in a dialogue with consumers to

• - Explore unmet needs and pain• points

• - Generate universal insights

Uncover innovation white spaces for DBA brands - New Product ideas - Marketing and communication messages

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DBApparel : Consumer ClubDBApparel : Consumer Club Bras & Women Who wear them Bras & Women Who wear them

The kind of women have been we The kind of women have been we talked to:talked to:

Age 20 – 60 Full range of bra sizes Mix of shoppers Department stores Marks and Spencer Online Grocery Multiples & Chains #

Duration : 6 monthsDuration : 6 months

Keen to share

preferences and pain points

Comments are frank,

uninhibited and full of humour!

Jul Aug Sep Oct Nov Dec Jan

Analysis and implementation

Club set up and recruitment

Club is live for 5 months Final report from BIG

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Our Goals:Our Goals:– Understand women’s hosiery use, preferences, and

priorities– Find and explore pain points and possible white spaces

The kind of women we talked to:The kind of women we talked to: Women from France Ages 15-59 1-6 pantyhose size 35-41 shoe size 1.5-1.85 meters height 40-95 kg weight Purchased hosiery in last 12 months

Duration: 3 monthsDuration: 3 months

DBApparel : Consumer ClubDBApparel : Consumer Club “ “Le Club des Collants”Le Club des Collants”

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* Why I like them:

* Description (brand, cut, fabric, and any other feature important to you):

3. Have you discovered knickers that are so fabulous, you want to tell the world (or at least your friends)? Tell us what they are and why you like them.

Your Club Stats

Current BIG Bucks Total

Activities Completed

View My Club ProfileReview Your Activity History

More InformationAbout the ClubHow to win prizes

7. Tell us everything that influences what knickers you choose to wear for the day. For example, are there habits or outfit coordination rules that you generally stick to? Do you wear different types/styles knickers during the week and at weekends?

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They told us…They told us…

On bras in general, their emotional and psycological connections with their underwear, basics things that

are still a problem On bras of the future

DBApparel : Consumer ClubDBApparel : Consumer Club Bras & Women Who wear them Bras & Women Who wear them

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Topics we have explored…Topics we have explored…

Bra choices ( drawer inventory, favourites and regrets, priorities, bra diary, fashion) Comfort and Support (general issues, comfort

and adjustment, forum discussion on price) Shaping and enhancing, (physical,

psychological and emotional dimensions) New ideas, disposable underwear, sleepwear

… Health Eco-bras Shopping

DBApparel : Consumer ClubDBApparel : Consumer Club Bras & Women Who wear them Bras & Women Who wear them

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They told us…They told us…

On their basic hosiery habits and preferences

Their Weekly Wardrobe: weekday vs. weekend outfit choices

DBApparel : Consumer ClubDBApparel : Consumer Club “ “Le Club des Collants”Le Club des Collants”

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Topics we have explored…Topics we have explored…

My Shape and My Pantyhose (Likes/dislikes about their lower bodies and what they hope pantyhose will do for their shapes) Control pantyhose and shapewear Assessing hosiery fabric and features Shoes (Discomforts wearing different types of

hosiery) The Right Size: Usefulness of current hosiery

sizing system Special Effects Change of Season Laundry Basket Recycling Hosiery

DBApparel : Consumer ClubDBApparel : Consumer Club “ “Le Club des Collants”Le Club des Collants”

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Results:Results:

Major areas of opportunities identifiedincluding white spaces and several opportunities for product and packagingimprovement

DBApparel : Consumer ClubsDBApparel : Consumer Clubs

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Encouraging loyalty – engaging with and influencing consumers online

Set up a DBA online community for customers– Women are passionate about their

bras and keen to engage in dialogue

Register and win 2 way information exchange

– Email alerts on new intros and updates to their favourite style

– Real information: “Did you know all our bras have…”

– Consumer feedback on purchases– Questions to the Experts

DBApparel : Consumer ClubsDBApparel : Consumer Clubs

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Turn these insights into new products, services and capabilities as quickly and efficiently as possible

Criteria used for measuring the opportunities: - Speed - Resource investment needed - Impact (market, revenues, competitive advantage) - Importance to DBA’s strategy and constituents

Next StepsNext Steps

DBApparel : Consumer ClubsDBApparel : Consumer Clubs

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We define what internal/external resources we needto meet our objective

We leverage design firms, network of inventors,suppliers, universities, non competing companies

(co-branding, JDA), communication agencies ….

We assign dedicated project teams in charge of thepartnership (s)

We are currently managing at least 5 projects emerging from the clubs and involving external partners

DBApparel : Open InnovationDBApparel : Open Innovation

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The key is to sustain momentum on opportunities uncovered and build on our success in employing new technology and open source to identify whitespaces

DBApparel : InnovationDBApparel : Innovation

ACA18-10-2007

ThankThank youyou

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