Monday, April 2, 2012
Facebook: Which Bra Brands Are Actually Listening to Customers
The arrogant lingerie brands are also deaf, dumb and blind to the fact that women exist outside of the 32-38 A-D paradigm. "We don't get any call for G cups, it's just a marketing ploy" is an arrogant comment I've heard more than once. We experienced a lot of this shortsightedness at Curve Las Vegas. I have total respect for the brands who say "We don't have the expertise to make bras for women over a D cup" or "our designs are for A-D cups" they are cognoscente of their strengths and don't want to deliver a sub-standard product - bravo! That's quite different from dismissing the existence of larger cupped women completely.
Separating the Social Wheat from the Chaff
With the ever-expanding social media world those brands who truly listen to their customers are fast distinguishing themselves from the old guard of stubborn brands. Here's my list of brands who have an engaging and enjoyable Facebook presence:
Curvy Kate continues to raise the standard of what it means to be a social lingerie brand. Their engaging and informative social activity also includes the wildly successful Star in a Bra campaign which is run entirely through their social media channels. A great mix of fashion, fun and knowledge I always pause to read their posts. Curvy Kate has also recognized that different countries need their own social media messaging. Curvy Kate Australia and Curvy Kate USA share country specific as well as brand-wide information something lots of brands overlook (to their detriment in my opinion).
Most of you know that I love Panache and the biggest reason is they are one of the few companies who have actively realized that Canadian and American women get ripped off when it comes to price on D-K cups. Lots of Panache bras retail for under $70 which makes being a busty woman much easier on your wallet (then throw in Free Shipping like we do every day, and you've got happy boobies!) Panache have been super interested in our feedback as a retailer and from our customers - heck they even let us tour their HQ and meet all the bra designers!
On the social front I think Panache is still working out their voice. They have fab photography and their work with British Olympians on their sports bra is fantastic, but there still doesn't seem to be a great deal of interaction. I would love to see Panache grow their social media strategy and come up with some fantastic interactive competitions and activities for Panache customers and retailers. We want to love you even more!!
Freya has fantastic photography and uses their Facebook to share some great fitting and style advice. Lots of customers post questions to the Freya page which Freya then answer which makes it really useful for other Freya customers. Freya is involved in a lot of media shoots and has recently teamed up with the England Netball team to promote their sportswear.
Alegro Lingerie has a tiny Facebook presence right now but the reason I'm including them is because they are responding to every single thing that customers ask, write or think about them. So few brands answer speculative questions honestly but Alegro is obviously setting up its social media activity to be transparent and honest. Check out their response to my review and public questions over on Thin and Curvy's blog. I think we can expect really good things from this burgeoning brand (not least because their bras are so lovely!)
Claudette is a relative newcomer to the lingerie scene but already they're making a big impression. Their Facebook is a vibrant place driven by varied and gorgeous photography. We're trying out Claudette's Neon Green Mesh bra this spring and hope to grow our relationship with them as they venture into even bigger cups.
Regarded by many to be the ultimate in sports bra control, Enell is using their Facebook page to mentally and physically support women. I really love their approach to well-being and health. They don't use this page as a constant selling tool (something which bugs me about some brands). Enell shares tips about leading a healthy life both in and out of your Enell bra.
There are some other brands whose Facebook activity I enjoy. Not all these are in English but that doesn't matter when you can enjoy the photography.
Ewa Michalak - Polish brand with phenomenal bras and refreshingly diverse models
Kris Line - Another Polish brand with good photography
Pleasure State - US company with a growing Facebook presence
Affinitas - A UK brand whose photography is great.
Butterfly Collection's Facebook responsibility very seriously. It is a place to share the joy, facts, frustrations and stories of being a busty woman. Our business is selling D-K bras but our passion is making women feel happy and confident about their figures xx