|
|
Article: Biatta builds brand awareness amid the major players in world of lingerie.(Secret Fashion Inc. 's)
- Article from:
- Los Angeles Business Journal
- Article date:
- December 5, 2005
- Author:
CopyrightCOPYRIGHT 2005 CBJ, L.P. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
THE creative team for Biatta lingerie insists they weren't trying to be that risque in an ad campaign showing a raven-haired model in bra and panties seductively leaning against a maroon sofa that a Great Dane is sitting on.
The model in the ads, Gabriella Hurst, is supposed to epitomize Biatta's target customer: a 25- to 40-year-old woman who wants luxury goods like Cosabella, but would rather get them at affordable prices. She's serious (hence, she's black haired, not blonde) and she's classy. The maroon sofa provides a regal background.
"I picture her as someone who is working, kind of independent and doesn't like that overtly cheesy sex appeal," said ...