From the Field
Brand Development Starts with Personal Selling
Building a brand name for a line of “unmentionables” (bras, underwear, and camisoles) can be a challenge. Alka and Mona Srivastava, sisters and business partners, readily agree that they didn’t know what they were getting themselves into when they started Florentyna Intima, a lingerie company. The two economics majors knew very little about design, manufacturing, and marketing. Once they had a business plan and some money borrowed from their parents, Alka and Mona began the search for a designer and manufacturer. They needed prototypes to show to customers. Once the prototypes were completed by a firm in Bangkok, they tried to hire a sales representative to present the new line. Unfortunately, no one was willing to represent a line sold by an inexperienced manufacturer. That’s when they decided to become salespeople. They hit the road, calling on owners of lingerie boutiques coast to coast and visiting trade shows. Soon buyers were calling with orders. Sales have grown about 30 percent each year.
