AGENT PROVOCATEUR

In 1994, in London, Agent Provocateur was founded by Vivianne Westwood`s son, Joe Corre and his now ex – wife, Serena Rees. Since then, Agent Provocatur has been encouraging women to embrace their empowerment and sexuality.()Today, Agent Provocateur is a high - quality brand which is recognized globally and it has earned its place in the lingerie world.()Agent Provocateur’s unique brand image is renowned for being provocative and yet always leaves something to the imagination.`() „It`s what`s underneath that count`s“ is the Agent Provocateur real vision. Though which this brand believe that exploring your inner desires and fantasies profoundly enriches your life.

Sarah Shotton, the creative director of Agent Provocateur, explained in a recent interview who is in fact, a Agent Provocateur woman, saying : `Strong, sexy and empowered.The Agent Provocateur woman is a feminist with a sense of humor. The key to be a AP woman is confidence, if you feel secure within yourself you become very attractive to others. They are empowered and modern women who enjoy beautifully made lingerie."

In 2005, the Company released their first book ‘Exhibitionist’, a collection of photographs featuring the shop’s most famous window displays. The book launched the start of Agent Provocateur venturing into erotic publishing. Following this in 2006, Agent Provocateur released their first film, ‘The four dreams of Miss X’.`The strong identity Agent Provocateur is giving to each of their lingerie sets, as well as choosing a well known model/actresses to be the face of each season.

`The brand is using celebrities it the campaigns and adverts such as Kylie Minogue, Rosie Huntinghton – Whiteley, Naomi Campbell, Monica Cruz, Kate Moss and many more. `The use of celebrity endorsement, a large celebrity following and high price point make the brand an exclusive club to be part of.` With such endorsement and following, that way the brand it attracting more customers which are fans of such celebrities. Talking about target audience, that must be women between 18 – 50, which are running active lifestyles and most of them are financially independent. `These woman want to feel high – quality, luxury materials on their skin; high fashion garments even under their clothes. The modern woman want to feel sexy, yet feminine without the need for garish, classless items`