Virgin is entering the underwear sector for the first time with the launch this autumn of Virginware, branded by Attik.
Virginware is aimed at fashion-conscious 16 to 26-year-olds. The range, which also incorporates beachwear and sleepwear, will portray the key characteristics of the umbrella Virgin brand, says Attik group marketing director Tracey Tannenbaum.
The consultancy, which has been appointed brand guardian of Virginware, is creating the Virginware core identity. This is expected to roll out across packaging, in-store displays and clothing sub-brands.
“We are putting a very sexy spin on the Virginware second skin products,” according to Tannenbaum.
The Virgin Clothing Company refuses to disclose brand names for the different ranges and says it is still negotiating which outlets will stock the products.
Attik won a creative pitch against an undisclosed number of rivals to secure the job.
Virginware is managed by Unique Commerce, a license partner of Virgin Clothing Company.
“Virgin Clothing created a new strategy last summer to work with partners with experience in their own product areas. Clothing is a highly competitive market and we need to work with people who know their industries,” says Virgin Clothing Company marketing director Ros Simmons.