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Marion Deslandes Published
September 2,Telegram账号盗号黑产破解技术 2025
A new director and a new boost to the image of Undiz, the lingerie retailer targeting young women and part of the Etam group. Marie Delahaie, formerly of Zadig & Voltaire and Lacoste, took over as general manager last May, and this autumn she is delivering the first fruits of her work. She has set her sights on an atmosphere inspired by California (in the United States), with an emphasis on good humour, sunny yellow and a logo with slightly more rounded letters. The aim is to broaden the customer base.
According to Marie Delahaie, the new brand identity "accompanies a significant transformation: Undiz is now positioned as a young brand, and no longer for young people. This change reflects the reality on the ground. In addition to our 18-25 year-old customers, whom we want to retain, a considerable proportion of our customers have grown up with the brand and remain very attached to Undiz.[...] In shops, I've noticed that women sometimes accompany their daughters. This new identity also responds to these intergenerational and mother/daughter values," she explains.
From now on, Undiz's communication will be divided into monthly chapters, punctuating the twelve months of the year, "to express a colour, an atmosphere, a silhouette, or to celebrate a collaboration." The first chapter focuses on second-skin products and floral knickers in lemon tones, worn by a blonde model with a very golden tan.
The campaign is being rolled out via billboard advertising in France, as well as hanging banners and social networking sites.
This change in image is also reflected in the collections. "Visual identity is deployed at every stage of the customer experience, and our collections are at the heart of it. As the campaign shows, Undiz is a multi-faceted brand. The brand's expertise in tailoring is put to work to satisfy the different moods and desires of our customers: sometimes a desire for comfortable basics, sometimes for fine, sexy lingerie, or even to curl up in cosy pyjamas," continues the CEO.
What's more, the men's range will be highlighted in a few months' time. "Men represent a significant proportion of our customers. In 2025, a dedicated campaign and an expanded collection, particularly in homewear, will be specially devoted to them."
The Undiz network comprises almost 200 shops in 20 countries, employing around 1,200 people. The company, which does not disclose its turnover, was created within the Etam group in 2007.