The brand concept is the ‘ultimate real-life filter’ and the idea of having a instagram filter on your everyday life i.e looking like an instagram model. This idea is already part of the existing brand relating to false tan so it can then be applied to the introduction of shape wear.
The benefit to the customer is that they already have faith in the Filter by Molly Mae brand as they have tried the false tanning products and it has sold out which is a positive sign. This means that they will continue to have faith in the shape wear line that is released under the same brand name. Also customers who idolise Molly Mae and effectively believe they will achieve her figure through her range of shape wear will be interested in purchasing it. The cost of applying this trend is obviously the negative press that may come with it. If Molly-Mae has some younger followers she may get backlash about trying to change your body shape or changing the way you look to fit into society.
The shape wear industry has an expected annual growth rate of 4% and is expected to reach $1.1 billion by 2022 (Textiles Intelligence, 2019). This is a benefit to the brand because if it invests into the trend, it could increase the value of the business. Also, Molly-Mae has an Instagram following of 3.6 million but this could expand and improve her personal financial status because if shape wear has a broad target audience, she could gain more followers from consumers noticing the shape wear as opposed to noticing her first. The cost of applying the shape wear trend to the business is the idea that it is a ‘trend’. It is predicted to increase but it might not last for long. If the business invests in the shape wear collection and releases it later this year, the infatuation with shape wear could be over and this would be costly for the business if customers are no longer buying into it.
Advertising for the shape wear collection wouldn’t be costly as Molly-Mae can promote it on her own Instagram which will reach a large target audience. Also she has influencer friends who can promote it as well, this suggests that there wouldn’t need to be billboard advertising or television advertising which are some of the most costly forms of marketing.
Filter By Molly Mae 