BRAND VISION

Hunkemöller’s strategy is focused on creating a highly inspiring, design-led, omni-channel shopping experience that is inclusive and accessible to all customers. The “Shero” marketing strategy and “My Hunkemöller” loyalty member programme are central to this strategy.

Brand Vision

At the heart of our brand is the belief we can create a highly inspiring, brand-led experience that is inclusive and accessible to all. We believe a sustainable business can grow by continually listening and responding to its customers. Hunkemöller has a passion for design and quality, and we deliver an inspiring experience every day to our customers around the globe, our Sheroes. This fictional persona, “Shero”, represents our core target customer and serves as a tool to deliver customised communications and services to our customers.  We use a multi-channel marketing strategy with a differentiated media mix that includes TV, social media, PR events, e-mail, outdoor media and mobile applications, adapted to local markets, with a focus on the right channel on the right device at the right moment for the right person.

Download the brand journey document here
LED BY DESIGN

Our brand is design-led, with 95% of our products created in-house by our global design team. Our designers are passionate about developing products that truly encapsulate the unique DNA of our Hunkemöller brand which means they are feminine, seductive, fun and in touch with our Shero. Our design capability is international, fashion-focused, specialist and increasingly collaborating to create designer and influencer collections. Our shero has different moments in her life and we design with that in mind. She can be who she wants to be. From fashion to technical expertise, our team continually translate the latest trends into perfect products for our global Sheroes.

The creativity and passion of our design team is showcased annually at our Brand Fashion Show, which they drive and lead on behalf of the whole business. This allows the design team to showcase their vision, concepts and product.

Watch the 2021 show here
SEAMLESS OMNI-CHANNEL SHOPPING EXPERIENCES

Hunkemöller operates an omni-channel retail model, supported by a state-of-the-art IT platform. Our omni-channel is providing a 360o and 24/7 customer retail experience. Our strategy is focused on delivering a seamless customer shopping experience across multiple integrated online channels, like our webshop, mobile app and third party online platforms and our physical stores. Our online platform provides services like Click & Collect, Check & Reserve, Order in-Store and Return to Store.

OUR POINTS OF DIFFERENCE

A HIGHLY ACCESSIBLE BRAND
Inclusive with a premium experience.

DESIGN-LED
95% of our products are designed in-house, which provides uniqueness and a perfect combination of surprise and consistency.

PERSONAL
From ‘My Hunkemöller’ to Sexy Shapes and Fabulous Fits, we understand more about our customers than our competitors.

MORE WAYS TO SHOP
We lead omni-channel retailing in the European market – where the entire collection is always available in the smallest boutique store.

A SOCIAL BUSINESS
All of our people are empowered to be active brand advocates.

A SPECIALIST
We offer the products and experiences only a true specialist can deliver.

FOR EVERY SHERO
From Private Collection to Everyday Sexy and from Love the Price to Designer Collaborations, there are product and prices for every Shero.

REWARDING
From Passion Points and free gifts to special events and advocate programmes, we are always rewarding our customers.

INSPIRING STORES
Our stores are designed to provide a premium and inspiring brand experience – way above the average ‘high street’ stores.

FROM BOUTIQUES TO FLAGSHIPS
In our main markets, customers are always near a physical Hunkemöller store.

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