Penti: Non-derwear

Underwear brand Penti boosted sales of its underwire-free bra with the Non-derwear campaign in Turkey.

Where were we?

Penti has been the leader in underwear for many years and is the favorite brand of women in its category. Bras, one of the brand's most important products, is an underwear product that women often use but do not enjoy using. With us staying home during the pandemic period, women took a long break from using bras. For this reason, it was more difficult to return to the habit of wearing bras again after the pandemic. Underwire-free bras were more advantageous products in terms of comfort, and Penti wanted to promote underwire-free bras, which it had not...

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