Launching a New Brand of Women’s Underwear

Sa？etak Women’s underwear plays a significant role in everyday clothing. Underwear serves a number of equally important purposes. High aesthetic requirements have to be fulfilled as well as those of protection and comfort. Therefore, the idea of launching a new fashion brand of women’s underwear is presented in this paper. The main purpose of the paper is the description of the development of a new brand of luxury underwear including the introduction of several economic phases which are cover mission, vision, brand goal, SWOT analysis and 7P marketing mix