January 26, 2007, 12:00 AM

Undergear models a brand new look

Hanover Direct’s Undergear has redesigned its e-commerce site, featuring new shopping tools, including Shop by Brand and Shop by Department, and new lifestyle content, including Urban Hot and A Model Life. The site was revamped by NetPlus Marketing.

Don Davis

Editor in Chief

Undergear has redesigned its e-commerce site. The site, revamped by NetPlus Marketing, features new shopping tools and lifestyle content.

Undergear.com now offers Shop by Brand and Shop by Department options, which organize products into swimwear, workout wear, new products and complete outfit sections. Shoppers also can sign up for exclusive online promotional offers and the e-newsletter of Undergear, a retailer of men’s fashion underwear, active wear and workout wear.

New lifestyle content sections include Urban Hot and A Model Life. Urban Hot highlights restaurants, nightclubs and other destinations in selected cities. A Model Life offers a look at the fashion models who appear on the site and in its catalog; content includes interviews and upcoming projects.

“We added a lifestyle element to the Undergear site to create a way for our customers to interact,” says Robert Grey, director of merchandising, “whether it’s leaving reviews of local restaurants, commenting on their favorite Undergear models or discussing the latest fashion trends.”

The aim of enhancing Undergear.com’s appearance, usability and interactivity is to further engage and build Undergear’s audience, a NetPlus Marketing spokeswoman says, as well as position the brand to a broader demographic.

Undergear is a brand of Hanover Direct, No. 73 in the Internet Retailer Top 500 Guide, which operates the site through its Brawn LLC subsidiary. Brawn also operates International Male.

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