1.1 – Introduction
XIXILI international is a Spanish inspired line of exquisite lingerie which passionate about offering you fashionable undergarments that perfectly fit. XIXILI professional fitters are trained and literally hands-on in giving every lady an uplifted bust line, and hence, a more confident you. XIXILI provide an intimate experience that enhances an individual's confidence, happiness and well-being.
XIXILI found in 2003 by Joanne Khoo from XIXILI intima and their brand motto is ‘Uplifting you always’. XIXILI carries an intensive range of brassieres from cup A to J. The design of XIXILI lingerie is sexy and they targeted to female from 28 to 45 years old.
XIXILI can be found in almost every famous shopping mall such as Pavilion KL, One Utama, Jusco Terbau city and Queensbay mall. XIXILI are passionate about offering you fashionable undergarments that perfectly fit. The unique selling point is XIXILI professional fitters are trained and literally hands-on in giving every lady an uplifted bust line, and hence, a more confident you. Come for a session to be correctly fitted, an eye-opening session. XIXILI promise this will be a very unique experience, whereby you will walk out feeling slimmer and taller.
1.2 – Problem Statement and Issues
XIXILI material and fabric are all chosen and imported from Italy and Spain, that’s the reason why XIXILI lingerie price are considered high. The brand is mature and sexy but still needs a stronger advertising strategy to let Malaysians accept it. This is why XIXILI current consumer is mostly from age 28-45.
1.3 – Objectives and Aims
Objectives
· To targeted to female in younger age group.
· To promote that bra size doesn’t matter, the important is it fit you perfectly.
Aims
· To growth XIXILI to be well-known and leading lingerie brand in Malaysia and to the world.
· To promote XIXILI as the top lingerie brand in Malaysia.