Holeproof strategy

Tracey McEldowney talks to one lingerie brand not afraid to spend big bucks targeting the market ignored by everyone else.

Underwear brand Holeproof knows on which side its bread is buttered.
Keen to spread the word about its new range of "no panty line" knickers, dubbed Holeproof Nothing, the brand will shortly release an elaborate $2 million advertising campaign targeted squarely at women aged 35 and over.
Created by advertising agency Whybin/TBWA and set to launch nationally early next month, the television and print campaign stars a group of six "not particularly young" models backstage as they prepare to walk the runway.
Released in full brief, high cut, hipster and G-string cuts, the range is the first of a series of collections to specifically address the desires of the "forever 30" market with further launches planned across the bra, sleepwear and thermal categories.
Holeproof general manager Helen Anderson says while there are few figures to detail how much potential spending power this segment has, it is clear the 35-and-over segment is an audience overlooked by many of the Gazal-owned company's competitors.
"We describe her as a fashion-conscious woman who has different wants and needs to her younger counterparts. She wants to be comfortable but doesn't want to be restricted or constricted in any way and yet still remain fashionable.
"While there are no official statistics on this particular segment, we believe it's a highly lucrative area because these women are telling us that there is no one supplying them with what they want."
The brand also plans to release a further range, featuring control briefs, later this year.
The Holeproof Nothing range, made from microfibre, will sell at price points of between $9.95 and $14.95.