Competitors: Boux Avenue

Competitor: Boux Avenue

Boux Avenue is a UK based lingerie brand with 30 stores across the UK. (Boux Avenue Site) They pride themselves on comfort, style and making women feel comfortable and supported with the underwear they're in. The website states "We create beautiful lingerie and nightwear at affordable prices where we pride ourselves on a superior fit, outstanding customer service and our inclusive size offering." The bra fitting service was eye-catching as soon as you walked into store, as I went in this was the first thing I saw.

Primary Research 

They had a sale on at the time I arrived. The store was small but organised with drawers full of underwear and eye-catching sale prices. The sale bras were around £10-£15 so at affordable prices for the younger consumer. The store had a clear target consumer with women around their 20's and mid 30's shopping here. The models shown around the store reflect the audience, showing women that are around their 30's to represent the brand. The style is sexy but comfortable, mostly lined, simplistic fits and neutral colours but with added style with lace and textures. It highlighted 'sultry' sections of the store from the comfort ones clearly and it was easy to find what you were looking for. 

The Website is clean, simple and easy to use. It promotes deals on the front page, the sales and the new in products. Prices range from around £15-£36 for the bras (not including special offers and sale prices). The valentines collection was red and sultry and included suspenders, silk nightwear and lacy bras, it was classic. The Website also included a section called #MyBoux and regrams the posts from instagram, creating social media engagement and a larger following and younger target audience. The website also advertises to a consumer aged around 18-25 so younger than the in-store experience. They use younger models as well as, offer such as 20% off for students or anyone aged 16-25. This is maybe due to a rise in the Gen X and Gen Z consumer, they may want to widen their market in order to bring in a larger profit. 

Instagram

Their Instagram has 220k followers and likes on average are from 300-3,500. Their engagement with the audience is high, regularly posting stories to their page and highlights in order for the consumer to  engage with the brand through the instagram. The have the feature, swipe-up to buy which links the consumer straight from the social channels to purchasing a product they like in one click. They followed through with the stories with highlights so people can click on what they are interested in. The instagram feed is set up as a sort of 'social influencer' style. Flat lays, quotes, and regard from influencers in the brand are the main features of the feed. Trust will come from the influencer to the brand, and the connection with the brand will bring in a lot more business, especially from Gen X and Gen Z consumers, thus widening their market. 

Overall, Boux Avenue are a growing business, according to the website they have increased sales like-for-like in the Christmas period 2018 by 8.1% and online sales mix sales have increased by a huge 42.8%. The brand is clearly growing and generating more sales, this may be through the use of influencers and the high activity on social media, their discounts for Gen X/Z consumers and afforadable 'luxury' branding they have.