Genie Bra took the industry and the marketplace by store selling over 100 million units and derailing traditional brands. After 36 months of strong selling, however, the brand plateaued and was losing share and shelf space.
With rebranded packaging, a new content-rich website, innovative merchandising including a full figure (Genie Woman) and a cool technology line (Genie Cool) along with a 360 marketing strategy leverage a robust database, the brand re-established itself within the top 10 in its category.
Prominent point of sale space was allocated, QVC consumer ratings went from 2 to 3.5 stars and the web site increased weekly sales by 400%. CRM efforts further built brand loyalty growing the database to over 1.0 million active customers and generating content engagement with over 2.0 million views for the brand commercial launch.