The Challenge

Maidenform faced an evolving market in which it was increasingly difficult to compete in a cost-effective and differentiated manner. The company realized that it needed to act quickly to regain its leadership position in the industry via a new and improved go-to-market strategy.

Our Solution

Prophet conducted a comprehensive market assessment including brand, customer, channel, and competitor research, in order to understand the current state of the industry and Maidenform's relative position. Based on this research, Prophet developed a three-year growth plan and provided strategic recommendations to improve Maidenform's go-to-market strategy, including realigning its brand portfolio to reenergize the Maidenform brand, rationalizing its portfolio to focus on fewer core brands, and focusing resources on select consumer segments and channel relationships.


The new brand strategy inspired product design and merchandising, improved channel relationships, and contributed to the company's financial turnaround. Maidenform's "One Fabulous Fit" bra, which reflects its new brand identity and positioning, has become the top selling bra in department stores in America.*