Agent Provocateur

For my summative brief I was given the brand Agent Provocateur to base my research on. Whilst researching I found a lot out abut the brand.

Because I didn't know of AP already, it was a little hard at first but I then began learning about it as I went on.

I found that it was a British lingerie and clothing Retailer co-founded by Joseph Corre and Serena Rees in 1994 but then went into administration and was bought by a company called Four Holdings part-owned by Sports Direct. AP offers lingerie, nightwear, gym wear, fragrances, accessories and luggage.

I looked into their branding and marketing and learned that their shop windows and campaigns are quite provocative and daring and that they always seem to leave things to the imagination. Some of their campaigns are said to have been removed because they were too offensive.

Taking a turn from the daring side, they do like to have a personal relationship with customer as they feel the most important thing, just as well as following trends is the experience instore the quality of the garment.

AP hold many events for the openings of their stores such as collaboration with Vogue's Fashion Night Out for a celebration party.

I have began to like Agent Provocateur as a brand as I feel like they connect successfully with their audience. The brand identity is different to any other lingerie brand and I like the fact that there not afraid to go out of societies comfort zone.