There Are Two Ways to Build a Brand: Invent Problems or Solve Them

Every successful business solves a problem.

 

Least that is how it is supposed to work.

 

Somewhere along the way another playbook appeared.

 

Instead of solving problems...

 

Some brands discovered it was more profitable to invent them.

 

Not always deliberately.

 

Sometimes subtly.

 

Sometimes through advertising.

 

Sometimes simply by repeating the message often enough that people begin to believe it.

 

You were not worried about panty lines.

 

Until someone told you they were embarrassing.

 

You were not thinking about " fat.”

 

Until someone circled it in an advertisement.

 

You were not concerned that your innerwear was not "lifting enough.”

 

Until a campaign suggested it should be.

 

A new insecurity appears.

 

Then conveniently a new product appears to solve it.

 

This is an effective business model.

 

Because made problems do not run out.

 

The funny thing is that while brands were busy creating reasons to buy many women were still waiting for someone to solve the old ones.

 

Bras that dug into shoulders.

 

Elastic that left marks.

 

Fabric that trapped heat.

 

Hard to fit.

 

Pads that shifted.

 

Seams that rubbed.

 

Period products that leaked.

 

Women did not wake up asking for another way to reshape themselves.

 

Many simply wanted to be comfortable.

 

At D'Chica we have tried to ask a question.

 

Before building a product we ask:

 

Is this solving something women actually experience?

 

Are we asking women to worry about something women were not worried about yesterday?

 

The distinction matters.

 

Because every feature comes with a cost.

 

Every added complication increases price.

 

Every unnecessary "innovation" eventually gets paid for by the customer.

 

Financially.

 

Sometimes emotionally.

 

That is why you will notice something about our products.

 

We do not believe comfort is a luxury feature.

 

We do not believe softness deserves a premium.

 

We do not think basic support should cost more because someone gave it a fancy marketing name.

 

Comfort is not innovation.

 

Comfort is the standard.

 

The innovation is finally treating it that way.

 

This philosophy also shapes what we choose not to build.

 

Not every trend deserves a product.

 

Not every insecurity deserves a campaign.

 

Not every marketing opportunity becomes a problem women are expected to fix.

 

Sometimes the responsible thing a brand can say is:

 

“You are probably fine exactly as you are.”

 

That does not mean aesthetics do not matter.

 

Course they do.

 

Fashion is fun.

 

Style is personal.

 

Feeling confident is wonderful.

 

Confidence is very different from insecurity.

 

One comes from self-expression.

 

The other often comes from being told you are not enough until you buy something.

 

We would better design for the first.

 

The best products eventually disappear.

 

Not physically.

 

Mentally.

 

You stop thinking about them.

 

You stop adjusting them.

 

You stop noticing them.

 

They are simply doing their job.

 

That is the kind of product we are trying to build.

 

Not one that constantly reminds you why you need it.

 

One that quietly lets you forget it is there.

 

Because the best brands do not make you think about your innerwear all day.

 

They give you one thing to think about.

 

 

I think the strongest version avoids the " tax" argument because the evidence is mixed. Recent research finds that while gendered marketing and product differentiation are widespread direct price premiums for products are inconsistent across categories. (PubsOnLine)

 

Instead the article should focus on something harder to dispute:

 

Men are typically sold comfort as the default. Women are often sold appearance first. Comfort, as a premium feature.