Strategy
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.

Led by design

Hunkemöller’s team of international designers is passionate about creating the perfect products for its Shero. They travel the world to understand what the big trends are in fashion, lingerie, colour, fabric and innovation. Leading the design process from the very beginning, our designers play a key role in developing strong, commercial yet fashionable products for our Shero. 95% of our products are designed in-house by a team of international designers who have created a clearly defined product handwriting. By maintaining full control of the entire design process, we aim to continually develop new colours, prints, shapes and design details, all seasonally relevant while maintaining our brand’s unique handwriting. Our passion for product design, quality, choice and innovation keeps us in step with customers and distinguishes us from the competition.

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LED BY DESIGN

Hunkemöller’s team of international designers is passionate about creating the perfect products for its Shero. They travel the world to understand what the big trends are in fashion, lingerie, colour, fabric and innovation. Leading the design process from the very beginning, our designers play a key role in developing strong, commercial yet fashionable products for our Shero. 95% of our products are designed in-house by a team of international designers who have created a clearly defined product handwriting. By maintaining full control of the entire design process, we aim to continually develop new colours, prints, shapes and design details, all seasonally relevant while maintaining our brand’s unique handwriting. Our passion for product design, quality, choice and innovation keeps us in step with customers and distinguishes us from the competition.

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, we understand more about our customers than our competition, as 72,5% of our sales is driven by members.

MORE WAYS TO SHOP
We are a lead player in 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 experience 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.

HKMX STORES

As well as specially designed areas within our existing stores, we’ve opened exciting new standalone HKMX stores that showcase our sports brand. To capture its essence, the design of these stores is urban, cool, fashionable and fun and the digital and social aspects of the Hunkemöller brand (which are already highly successful) are tailored to the HKMX lifestyle. The new HKMX store concept allows us to drive growth beyond our original expansion plan. HKMX is targeted at the customer who is interested in sports and the focus here with is to provide her with fashionable sports and athleisure wear.

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