More and more consumers are voting with their wallets and with their influence for brands to do more than provide a product or service. Do you think it's essential for new brands trying to penetrate established industries to have a higher purpose these days?Ī: Sure, brands can break through without a purpose, but what remains to be seen is if those brands will still be around in 5, 10, 20 years. ![]() Q: There is a lot of focus on "empowerment" of women related to the brand/products. Given everything that's going on with COVID-19, we'll likely remain that way for a bit longer than planned, since everyone is unsure of what the new normal will look like and right now we can safely get products to our customers. Q: Is there any plans for Harper Wilde to enter offline retail, or is the focus on staying as a D2C brand? Plus, what are the advantages/disadvantages you've found in following this path?Ī: Right now, we're online only. By having a great product and authentic messaging, you can build a real community who loves what you're doing, wants to buy when you release new products, and most importantly, wants to talk about you to a friend. There's only so much you can do to "win" on a channel before prices are driven up and you need to switch to the next. It's not so much a strategy as it is a value, but it's something that permeates all of our channels and allows us to connect with our customers in a real way. Q: Which digital marketing strategies have been most successful in growing the business online?Ī: Our most successful strategy is authenticity. We spoke to women about what they need and don't need in their bras, and we designed a line that delighted her in every respect. We spent nearly 2 years doing research and perfecting our first line of products. Women don't want to buy a $15 bra because it isn't high quality, but they also don't want to give their first born for undergarments that they wear every day. But there's a delicate balance, because a bra is a complex undergarment, and one that serves a really important purpose both in feel and in function. We personally felt that way, and we heard it from hundreds of women. It was clear from the beginning that women did not want to pay over $65 for a bra. How do you think you've managed to achieve this? Is it just a case of awesome design, or was that always a challenge when it came to product development?Ī: The key has been understanding our customer and what she needs. That’s what makes seamless styles so appealing.Q: Reading the brand story, there is an emphasis on "affordability" yet a premium-look to the products. You’ll get a moderate amount of support-maybe not as much as some other bras, but enough for most bust lines-and you’ll get the coveted combo of both support and comfort. “Women really are looking for a seamless look under clothing, and a seamless bra provides that. ![]() What makes these soft, silky wonders so great? “I think the name says it all!” says Jené Luciani Sena, author of The Bra Book ($20).
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