IMC Plan: SOMA Intimates.
IMC Plan
Executive Summary
• This document contains consumer and brand insights about Soma (Lingerie ) Since early 2024 Soma has experienced a severe 15% decline in revenue over the last few months, ( Grips intelligence, 2025) This is surprising as Soma has been a consistent competitor, and the global lingerie market was valued at USD 7.2 billion in 2023. The market is expected to grow from USD 7.6 billion in 2024 to USD 11.7 billion in 2032, at a CAGR of 5.5%. (Global insights,2025). While following Satells model to promote awareness, secondary research shows as clear increase in lingerie sales and an evaluation of customer satisfaction. This is to combat one of the few flaws of the online model that is rapidly growing as brands such as avid love, bare necessities and Rihanna’s brand Savage Fenty rise to the top while brands such as Victoria secret dominate. Victoria’s Secret achieved annual sales of $7 billion in 2021, indicating its strong market presence. ( Sheridan,.2025). The goal of this report is to provide solutions for Soma to make up that 15% of sales and rebrand themselves by offering better fit and promoting comfortable material, areas which our competitors mentioned are weaker.
Customer Personas
Persona 1: The Mom
Income: $80,000/year
Needs: Comfortable lingerie and pajamas that flatter her post-baby body
Frustrations: Embarrassment in-store, difficulty finding sexy pieces in her size, and inconvenient return processes
Wish: Try online, return for free if it doesn’t fit
Persona 2: Young Women (18–25)
Income: $0–$50,000/year
Needs: Confidence, comfort during intimacy, affordability
Frustrations: Cute lingerie doesn’t fit, high prices, discomfort
Brand Identity
Promise: High-quality, comfortable, flattering lingerie for all body types
Personality: Empathetic, Elegant, Empowering
Visuals: Soft pastels with black accents, diverse models, handwritten-style typography
Product Range: Bras, loungewear, sleepwear, shapewear
Concept: Empowerment through comfort
Customer Engagement Plan
Objective 1: Build Awareness
Highlight Soma’s 60-day return policy with store credit or size exchange
Host influencer events using hashtags like #PerfectFit and #SomaClassyandElegant
Promote seasonal drops via Instagram and Google Display Ads
Encourage customer reviews and feedback
Objective 2: Boost Sales
Address recent 15% revenue decline with a two-pronged strategy:
Recency: Promote the newest seasonal haul (August) front and center in-store
Proximity: Move lingerie to the front, pajamas to the back; sort by size and color
Improve digital marketing to spotlight new collections
Objective 3: Enhance Customer Satisfaction
Offer surveys at checkout (in-store and online)
Include surveys in product packaging for influencer collaborations
Focus on discreet, easy returns to reduce embarrassment
Messaging Strategy
“With Soma’s return policy, you can order online and return for an easy fit.”
“Check out our newest line—it’s the softest one yet.”
“We have sizes for anytime and anywhere.”
“All our pieces are showstoppers—find them right at the front.”
Long-Term Relationship Building
Mission: Empower women through well-fitting, stylish lingerie
Value Proposition: Comfort, fit, and variety
Keys to Success:
Fast returns and responsive shipping
Welcoming in-store experience—no insecurity in the fitting room
Consistent social media engagement for 3 months with performance monitoring
