Since 2009 we have sold bras to women living in parts of the Canada and the US that are only accessible by helicopter or sled! The emails I receive from women in these areas are some of my most treasured. Changing the 'bra-life' of a woman you've never met face to face is a uniquely wonderful feeling.
I recently received such an email and I wanted to share it with you because it's what prompted this blog:
"My Personal Boutique: Hi Claire, I just had to tell you how impressed I am with the service I've received from you and your team. In the last 4 years I've only bought two bras (and I knew when I was buying them that they didn't really fit!) Since I found Butterfly Collection last July I've bought 6 bras and 4 of those were recommendations from Lucy which she got totally right! I feel like you know me because you listened to what my life is like and I am loving my lingerie for the first time in years, thank you."
This email brought home to me that having a personal experience doesn't rely on being there in person, it relies on paying attention. I've been in many shops where the assistant was obviously just going through her commission-fueled paces and couldn't give a toss that my hips are being segmented into six parts by the too-tight jeans. One of our fabulous Twitter followers recently mentioned that an in-store fitter simply wasn't listening to her or why she needed the bra, she just kept saying this is how it should look. You know when it looks right!
I think that's why I got my knickers in such a twist over the Playtex Calculator debacle because they are an enormous company capable of bringing great bras to many women but they forgot that the bra has to fit the woman not the other way around. If you are a bra professional then you have a responsibility to give women the support they need to live a busy and pain-free life.
By asking questions over email, Skype and the phone (1-888-225-0474) we get to know the woman and her life because we can't just rely on looking at her body. I feel like we are closing the gap between an in-store and online bra shopping experience and that's something of which I'm very proud. What matters most to you in good service? xx