Fall 2010 Ad Campaign Photo - Joel Primus models his own line!

Naked Boxer Brief appeared on Dragon’s Den in attempt to launch a men’s underwear line. Joel Primus, an entrepreneur, presents a simple line of boxers, briefs, and boxer briefs. Based on an article I came across titled, “Naked Boxer Brief – An Xpress Review by Guys’ Underwear Blog,” I am able to analyse Joel Primus as an entrepreneur and his business. This male underwear blog describes the Naked brand in a positive tone in regards towards its brand image. As Naked is selling at higher price points around $38-$44 for different styles, Chris, author of the blog states that “Of course, products with an above average price usually carry the image of an above average quality, but they don’t always live up to that image. Naked does.”
Further, he goes on to say that the main point of his review is that Naked underwear is one of the highest quality brands on the market today. During Joel Primus’s presentation during class, he had mentioned to always start high in the market and then you will be able to enter at lower levels with ease. For example, Primus sets his product at a level such as Holt Renfrew, where his product will be valued higher compared to if it had begun in Wal-Mart. This enables Primus to charge at a higher price point for his product. In order for Primus to succeed as an entrepreneur his advice is to always be passionate about what you do and believe in it.