Sexy Lingerie Line Naja Employs Single Mothers In Colombia
May 3, 2014 by admin
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Catalina Girald’s quirky-sexy lingerie line, Naja, is the undies equivalent of Toms shoes, which donates a pair of shoes to impoverished children for every pair the company sells.
But instead of a one-for-one sales model, Naja employs single Colombian women who are heads of households. So every time you buy a piece of the collection, you’re helping someone to a better life — and maybe even improve the way you look.
Girald is one of only four Latinas in Silicon Valley with a venture capital-funded company. She said that while she was looking for an e-commerce opportunity, she found what she identified as a hole in the lingerie industry.
“The lingerie market had huge potential but could use some serious innovation,” Girald, who received her MBA from Stanford, told Fox News Latino. “By the time I finished interviewing over 600 women, I found that most of them were largely dissatisfied with what they could buy in their price range.”
She found that the lingerie women could afford was often perceived by them as being cheaply made—even, Girald said, if it wasn’t.
Naja makes foundation garments in the same way as most major brands, the only difference is Naja’s garments are 100 percent cotton, including the lace (which gives the items a luxe feel). Naja’s bra cups are made from memory foam, unique interior bra prints, and ultrasonic sealed bra straps. Girald said that those kinds of details ensure that her retail prices are competitive with companies like Victoria’s Secret.
It’s a curious detail, but motivational quotes are sewn into the crotch of every pair of panties. What’s her personal favorite? “He offered her the world, she said she had her own.”
The author isn’t known, but Girald does seem poised to take the world of intimate apparel by storm.
“I found that women were not happy about the lingerie ads targeting them,” she said. “They’re all about big boobs and sex, not brains and professionalism. I thought, What if I could make a brand that tried to help women feel better about themselves?”
A percentage of every purchase goes to Naja’s “Underwear for Hope” program which is conducted in partnership with the Golondrinas Foundation in Colombia. Through the program, the company trains single mothers to sew and then offers them jobs, in the hope that they can improve their lives and those of their children.
Naja also gives customers a “lingerie wash bag” that’s made at home by one of the women employed through “Underwear for Hope.”
The question is: Can a fashion line that offers inspirational quotes printed on the crotch of its underwear with a business model dedicated to give working moms in Colombia a step up compete in the bare-knuckle (and bare otherwise) lingerie business?
So far, the answer is a qualified “yes.” Since its mid-December 2013 launch, the company has made over $50,000—all online and with zero spent on advertising. “We’re actually almost out of product,” Girald said.
The next Naja collection, she said, will pay homage to the Mexican artist Frida Kahlo.
Rebekah Sager is a nationally published lifestyle and culture writer. She’s a regular contributor to Fox News Latino. Follow Rebekah on Twitter @Rebekah_Sager.
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‘Stand Up For Fit in 2014′ – Phase Two
May 3, 2014 by admin
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MUNICH, May 1, 2014 /PRNewswire/ — Triumph, ‘The Maker of Lingerie’ since 1886, is proud to announce the launch of an animated series based on its pioneering ‘Stand Up for Fit’ campaign; a brand commitment to fit over 100,000 women worldwide, and educate them on the importance of getting the correctly fitting bra.
Triumph, the brand which has been listening to women for over 127 years, discovered there were three million online searches each month to find the perfect fitting bra and set out to conduct a survey of women in order to find out more.
Despite finding that concerns included comfort, shape and fit, all ranking in the top attributes when choosing lingerie, a large proportion of these women admitted to wearing the wrong bra size knowingly. Women spend an average of just $145 a year on lingerie compared to other size specific wardrobe essentials such as shoes, where women spend an average of $660 a year.
For phase two of the ‘Stand Up for Fit’ campaign, Triumph has created a unique series of animations to illustrate these insights and lingerie frustrations of women around the globe in a light-hearted and empathetic tone.
The animation series all serve a common purpose, which is to demonstrate how well Triumph understands women and empathizes with their stories and needs around lingerie. The scripts have been written in a stand-up comedy style, projecting a very new and dynamic tone of voice for the lingerie industry.
The animations guide consumers to discover the perfect Triumph lingerie solution for each problem and to encourage consumers to book a fitting appointment or go online to triumph.com/fit to find their perfect fitting lingerie.
Eszter Szijarto, Head of Brand Marketing at Triumph comments:
“At Triumph we are very serious about creating high-quality lingerie to fulfill our consumer’s needs. We wanted to give women a voice in recognition of the survey conducted and guide them to the solution to their frustrations with entertaining and witty storyboards such as ‘The Wire Surprise’ and ‘The Bra Breakdown’.”
Discover your perfect fit and be inspired by our SUFF film at www.triumph.com, #StandUpForFit
CONTACT: Triumph International
Mikaila Koenig
Mikaila.koenig@exposure.net
646.895.7017
Video – http://youtu.be/5ilaMN4KWEQ
Video – http://youtu.be/DEYKfWC1gHw
Photo – http://photos.prnewswire.com/prnh/20140501/83147
SOURCE Triumph
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