MZInc’s Market Testing Wizardry Works Wonders for Magic Silk Lingerie

Challenge
Lingerie maker, Magic Silk retained MZInc. to orchestrate the introduction of their new product line.  The line included fashionable underwear, swimwear, and sleepwear for men and women that was everything from playful to passionate.  Magic Silk wanted to test market their product in several markets before actually producing them on a large scale.  MZInc.’s challenge was to introduce the new product line to consumers and retailers alike while creating a strong brand image.

Strategy Execution
MZInc. first created a logo for Magic Silk that would help create easy brand recognition.  Secondly they developed the concept for several playful designs that would appeal to the higher end customer that Magic Silk was trying to reach.  For example, two designs that appeared both on boxer underwear and pajamas. Before these designs were actually put into production they were digitally superimposed on all white products for the catalogue (Also designed and produced by MZInc). Only after orders started pouring in did the actual products go into mass production. This solution prevented a warehouse full of merchandise with no one to purchase.

Before the full catalogues to trade, a mass postcard campaign featuring a few of the products was sent to various target audiences from clients’ database. But it was not just a any kind of postcard- it is piece of art: featuring sunrise colors on a Florida location which complement the red silk lingerie on a lovely model and overleaf, prices and a toll free number from which to order. The postcard was a branding piece that stood out from the crowd. As a direct response piece, it generated tremendous feedback from Pennsylvania to Puerto Rico and paid for itself many times over. This allowed for market testing to ensure a receptive buyer before printing and sending the full catalogue.

Results
Market strategizing, logo design, catalogue and direct response design, production and delivery, test marketing, and response measurement were all done in-house at MZInc  Magic Silk’s product introduction was a big success because MZInc. not only understood advertising, they understood their client’s business.

photography by Ike Karnick