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Why No One is Buying Bras Online: Challenges for the eCommerce Lingerie Industry

May 11, 2016 by  
Filed under Latest Lingerie News

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Not all ecommerce categories have caught on at the same rate. Buying toothpaste online is one thing. But shopping for lingerie, the most personal clothing item in a woman’s closet? Not quite the same.

Related: Smashing the Patriarchy: Online Lingerie Store by Women, for Women

And the reasons why are lessons that other ecommerce brand-categories can learn from.

First off, Lingerie is a $13 billion industry, growing at a rate of 3.3 percent each year. And, no surprise, Victoria’s Secret dominates the market. Yet, while there has still been a huge rise in lingerie ecommerce startups, these up-and-coming lingerie brands face stiff challenges online.

Those challenges? There are the common ones all new brands face, of course, like gaining traffic, increasing trust and standing out in a noisy market environment. New lingerie brands, however, face another hurdle: cracking into a space whose companies have high rates of customer retention.

As Cora Harrington, founder of The Lingerie Addict, told me during an interview for Yotpo: “Once people find their favorite bra, they’re reluctant to change.”

The reason revolves around concerns about assuring fit and comfort with an online purchase; and that’s a big barrier to entry. A recent study of 1.3 million customer reviews connected to fashion ecommerce products found that the words shoppers most commonly use have to do with fit, quality, size and comfort.

And in no sector is this more true than lingerie. In the intimates industry, size really is personal — it can vary from person to person, store to store and style to style. Ecommerce, Laura Mehlinger, founder of Lola Haze, told me, “is both a blessing and curse for lingerie brands.”

But online brands need not lose hope. “To overcome some of these challenges, online stores can offer very clear sizing guidelines and charts, as well as show photos of items from multiple angles so the customer can get a full sense of the item,” Mehlinger said.

Related: A Bra Company That Uses Smartphones to Find the Right Fit Just Raised $8 Million

Another way brands can increase trust and solve common pain points like worries over fit and comfort is by offering pictures of the clothes on real customers. Lingerie-store owners can gather user-generated content (like customer photos, reviews, etc.) from current customers to use it to create Facebook ads (or any other social ads) — a move that can result in an acquisition cost that’s four times lower than that of normal Facebook ads with branded content.

In a Yotpo survey of 1,000 eCommerce shoppers, 77 percent of participants said that authentic photos from customers affected their purchase decisions more than professional photos from stores. In another survey, 40 percent of shoppers participating said that rich user-generated content (photos or videos) would most likely affect their purchase decisions.

A further aspect of the buying decision common to the lingerie industry is the plethora of dedicated online communities filled with participants eager to discuss the latest trends and brands in lingerie. (Make-up has similar communities)

In niche industries like these, therefore, it’s important for up-and-coming lingerie brands to get their items into the hands of the right influencers and prove themselves. Word of mouth spreads like wildfire in these communities, so great customer service is a must.

It’s vital for new brands to focus on building trust, and a solid reputation for great customer service. That effort starts from the moment customers land on your site and continues even after they’ve received their purchases. “As with all new brands, being responsive to customers is key,” Mehlinger says. “A quick turnaround on answering customer questions, as well as having a clear and easily navigable website, will help customers trust the brand.”

Brands also need to think ahead when it comes to customer service, so as not to lose them; customers are quick to judge. “Most customers won’t email you for clarification — they’ll just go to a competitor,” Harrington, of The Lingerie Addict, told me.

Related: Zivame intends to leverage technology to serve Indian women better

For lingerie brands — and all brands — attempting to break into a crowded space, it’s imperative to focus on acquisition and retention. And one of the best strategies here is to turn current customers into brand advocates, social proof that satisfying customers increases the chance that new visitors will convert.

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The unconventional cure to my post-breakup blues

May 11, 2016 by  
Filed under Choosing Lingerie

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Character Callie Torres has her own UDP on Grey’s Anatomy.

At 25, I went through a rough breakup with a live-in boyfriend. A throw-all-your-things-in-a-trash-bag-and-run-away breakup. Extracting myself from that relationship was brutal, but I landed safely in a tiny bachelorette pad. It was my first time living alone. And what this liberated self wanted to do was eat candy bars for dinner, take three-hour baths, and hold epic solo underwear dance parties.

In my time as a single woman, underwear dance parties (aka UDPs) were an almost nightly ritual. These were fantastically goofy, and they were the antidote to everything I suffered as a shut-in girlfriend. Some people go into sexual hibernation when they’re single, only to wake up when they’re paired off again. My reality was the opposite: My libido had flatlined in my relationship. The UDP was my electric jolt to get it going.

When I held these danceathons, I’d prop a mirror in front of the speakers so I could watch myself gyrate around the apartment. I’d give sideways smiles, winks or laugh like I was flirting with myself. If that sounds deeply weird, well, it was! But there was a reason for it: I was trying to remember the silly little coquette I was before my relationship stomped her flat.

Girls’ Hannah Horvath loves a good UDP.

I was still a college student when I met my boyfriend, a charming Brit in his late 20s with a fancy Downton Abbey accent. He was absolutely gaga over me. I basked in his attention and desire. I was new to adult dating, and it seemed so cosmopolitan to have someone buy me drinks in a bar when I was used to having plastic cups foisted on me at college parties. I found him worldly and brave, having come to the United States entirely alone in his early 20s to eke out a living in a record shop.

We were together for six years. Like many couples, we had a jumble of problems. But for me, one thing stood out: I wasn’t sexually attracted to him. Attraction is an odd thing; it’s not entirely based on being good-looking, or being a skilled or generous lover. My boyfriend was those things, but those characteristics alone can’t conjure real desire. That type of attraction is chemical, not concrete.

As Elizabeth Gilbert wrote in Eat, Pray, Love, attractions boils down to one question: “Do you want your belly pressed against this person’s belly forever – or not?” Despite his handsome features, his posh accent and his warmth, when I thought of pressing my belly to his, I wanted to wriggle away.

Before meeting him, my dating experience was limited. I went to a women’s college, and the opportunities to meet men were paltry and competitive. I considered Mr. Downton a get. So ignored my gut and gave myself pep talks before sex. “You’ll get into it with the right music!” “Try on some lingerie! Lace and silk makes anything sexy!” I thought real desire would come as our love deepened. And until then, I could manufacture it with the right lighting and playlist.

You can’t. What happens instead is like a limb falling asleep: numbness, pain and a deep discomfort at knowing something vital is cut off.

We repeat the patterns we know, and with this relationship, I was mimicking my parents. They met in another era and another culture (Latin America). My mother was a shy woman with beauty-queen looks. At the time, she was clinging to the last corner of her 20s in a conservative society, and her marital options were limited. So she was relieved when my father arrived on the scene, a warm-hearted, burly gringo who was bonkers about her. They got married, moved to the United States, had two babies and continued through a 19-year marriage.

Even as a child, I could sense a chilly distance between them. My father took long business trips, the communication between them grew frosty, and his erratic temper always loomed. But I often wondered if their relationship was fragile to begin with, because my father wasn’t my mother’s type.

My mother and women in her generation were often given this message: Lust is a one-way street. Women do the attracting and men do the selecting. I had absorbed that idea as well.

My parents separated and then I watched my shy mother orchestrate her own renaissance in her late 40s. She was free to make any dinner she liked, invite friends over any night she wished, pursue her own interests and hobbies, and rock a little black dress like a diva.

More than a decade later, I was trying to get my own groove back — and somehow I knew it had to start with doing a booty drop utterly alone. I reconnected with so many buried things: my body, my humor, my flirtatious nature, my knowledge of Abba’s discography.

All of these parts of myself were asleep in my relationship. But once they were zapped back to life, I no longer ignored my physical reaction to another person. I could really feel in my body whether I wanted to draw a person close or push them away. And I honoured that reaction.

Eventually I did some online dating, and I was determined to be the one doing the choosing. When I reached out to my future husband, I quickly suggested that we meet in person. I didn’t want a volley of emails to give me a false sense of chemistry. Thankfully, when I spotted him at my corner bar and settled in on the seat next to him, the electricity was instant. Many other elements eventually added up to our love, but I know that without this mutual chemistry, our connection would have sputtered.

I still indulge in the joy of a semi-nude rumpus. But now I can kick out the jams with my husband. Sometimes we’ll race home, throw off our work clothes, crank up the music and jump around the apartment together. And there are moments, mid-dance, when I’ll throw my arms around him and press him close to me, belly-to-belly.

The Washington Post

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