Online underwear brands use comfort, innovation and great ads to win over consumers

Everlane took a simple approach in announcing its new line.Everlane

The brands of lingerie are the latest in the fight to fend off digital upstarts. For many years, Victoria’s secret has become the dominant brand approximately 50 percent of women underwear, the stock market, but last year its sales reportedly experienced a decline every month (as much as 10 to 14% from month to month in the beginning of 2017, women’s clothes). And in a recent survey conducted by research firm yougov BrandIndex, consumer satisfaction has fallen among women 18 to 49.

Now a new wave of underwear, from Tommy John ThirdLove, begins to attract attention and to win the love of consumers, thanks to new marketing tactics and product innovation. “These competitors have the advantage, as a new voice in this market until the Victoria’s secret really stuck, trying to turn the Titanic,” Valerie Aurilio, Executive creative Director at landor, said. “These brands have not lost sight of the most important. The product is a focus that they sell.”

That’s not to say that the Victoria’s secret gets. Analysts suggest that as long as women buy lingerie and sportswear, Victoria’s secret has a place in the market, even if his presence is reduced. “The secret of Victoria is about 10 years, but it will be much smaller and to some extent part of their traditional retail Fund,” Allen Adamson, founder and CEO of consulting BrandSimple, predicted. The Victoria’s secret did not respond to a request for comment.

Some of these underwear brands, like MeUndies launched as a means of convenience for customers, sending members a fresh pair of panties every month. “ … The most comfortable underwear delivered each month is a simple way to upgrade the entire underwear drawer,” Jonathan: the founder of MeUndies, explained.

Other brands, like Tommy John, too, think about the convenience, but put innovative products at the forefront of what he does. Tommy John, which was launched 10 years ago for men, began as a way to correct the comfort and design flaws that experienced users with other boxer or this brand. After years women either buying the product repeatedly ask the male or female line, Tommy John, finally delivered in early April. “There is a gap in the market for a comfortable, functional and sexy underwear. We did not feel that women should sacrifice comfort for sexiness or sexuality,” Tommy John marketing Director Josh Dean said. Dean said women’s clothing line sold in the first day than the men’s line sold in the company’s first year in business. Obviously, a guess.

ThirdLove launched in 2013 for the same building, there was a gap in the market when it came to comfortable bras that were well made and fit women of all sizes. Online retailer became the first and only brand to offer half-Cup sizes for women. Overall, almost 70 ThirdLove available sizes, more than double Victoria’s secret is the biggest competition of the brand. In the development of nearly 70 sizes, ThirdLove has collected data from almost 9.5 million women fit brand finder—an online game designed to find the perfect fit bra. For this reason, the co-founder Heidi Zak believes that her company has endurance in a competitive industry and more like brands the surface and how traditional retailers are trying to upgrade their product and marketing.

These brands also stand out among women’s consumers a new approach to marketing lingerie. As a rule, women are sold the lace and ruffles of women who, by definition, represent unrealistic standards of beauty. At least, UMK Tommy John noticed, when the brand began work on its first marketing campaign for the launch of their women. “There are a lot of very serious and sexualityandu advertising there. No one was talking to women in a fun and humorous way about his clothes, which fixes the issues that they face in a way that doesn’t take itself too seriously,” said Dean.

The first marketing campaign Tommy John knocked on actress Elizabeth banks to direct a series of light-hearted and humorous spots about everyday problems underwear female face. The 60-second spot the “small adjustments brand campaign” has garnered over 1 million Views on YouTube in just a week, proving the success of the message and its tone. The brand e-Commerce Everlane took a similar approach when creating their line of underwear in March. Brenda ran out of the house, digital and social advertising, declaring “no-frills. No bows. Don’t be silly.” line. While these spots are not necessarily humorous, they still have a direct approach with consumers and showed women of all shapes and sizes.

Click for more from this issue this story first appeared in the April 30, 2018, issue of the magazine Adweek. Click here to sign up.

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