Samenvatting

QUOTES “Problem: the brand discusses how they intend to stand for female empowerment but their content doesn’t live up to this description. It lacks depth. Empowerment is a secondary to their focus on functional style benefits, making the identity weak." “Monki presents Horny Girl Zine for the Rookie girls. Taking their curious minds on a journey of sexual enlightenment. Each issue will be accompanied by a tool to empower her pleasure.” RESEARCH QUESTION How can Monki work with the taboo of female sexuality in order to gain a deeper connection with the rookie girls? SUBQUESTIONS (brand) What is the brands identity? Who is Monk’s current target group? How does the brand already discuss sexual taboos & female empowerment? What are the problems with how the brand discuss the topic? Who are Monki’s competitors? What are they doing? SUBQUESTIONS (target group) Who are they and what are their interests/lifestyle? What is the target group’s opinion of Monki? What is their attitude towards sex&sex education? What problems are they having in regards to their sexuality/sexual identity? SUBQUESTIONS (topic) How can Monki incorporate sex education/female sexuality? What platforms are successfully dealing with the topic of sex education & sexuality? What is that makes them successful?