Where’s our ‘Victoria’s Secret’?

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My second Column in Pitch

Issue: July 2011

Innerwear is a category, which is a mega market – each one of us has a dozen of them in our wardrobes – yet is the most neglected

When every category is moving to create an emotional positioning, the innerwear category is getting coarser in its communication by the day, which is not on merit but on absurdity…

Read: Where is our ‘Victoria’s Secret’? (PDF)