For years, Premium Bodywear AG has been successfully employing a multi-label strategy. The principle is clear: the more specific a collection is tailored to a target group, the more other market segments are excluded. However, they open up with contrasting brand concepts and products that focus on other consumer groups.
The consumer sees each of the premium brands as completely independent. They do not recognize any connection between the collections, neither in styling nor in marketing strategy. This gives Premium Bodywear AG a good starting position because consumers from almost all target groups of the overall market can at least identify with one brand of the company.