45th Annual Society for Case Research & Global Jesuit Case Series Summer Workshop

Experience level: 
Intended Audience: 
Nakato Hirakubo, Craig Davis, Quang D. Nguyen

Momo New York: Repositioning the Brand

Ai was the president of Momo Ltd, a lingerie manufacturer based in Tokyo. The company had three lines of products; Momo New York: wired-push-up bras for petite Asian women; Momo Peace: non-wire bras and girdles developed for elderly TV shopping customers; and Momo 2: comfortable non-wire bras designed for young women. Ai’s challenge was to improve brand awareness for each sub-brand. Ai was also concerned that her online store and brick-and-mortar stores compete against each other. Furthermore, her staff wanted to enter the average American women’s market.