Primary.com, which launched today, is working directly with manufacturers in an attempt to sell products at lower prices than traditional retail brands.
Customers now can view the e-retailer’s lingerie in iPad and Android apps.
Lingerie e-retailer Bare Necessities is betting on the mega-popularity of Apple Inc.’s iPad tablet computer and other tablets. Its two latest catalogs are its first to appear in the catalog aggregator apps Google Catalogs and Catalog Spree. There are versions of both apps for the iPad tablet and Android tablets, including Amazon.com Inc.’s Kindle Fire.
But there won’t be versions of the two catalogs in print.
“By eliminating our print editions, we are able to design a catalog exclusively for the digital environment,” says Jay Dunn, chief marketing officer at Bare Necessities. “We crafted our catalog to be interactive and creatively rich. With one tap, a customer can view details about the fashion, watch in-line videos, create collages of favorite items, and e-mail favorites to friends. It is not only fun and useful, but it matches how today’s consumer wants to shop.”
At this time, the e-retailer has no plans to send additional print catalogs in 2012 and is considering a digital-only future, a spokesman says.
Customers make purchases through the merchant’s e-commerce site, which appears within the app.
The first new catalog from Bare Necessities, No. 249 in the Internet Retailer Top 500 Guide, features a new swimwear collection with brands including Spanx, Elomi, Freya and Fantasie. The second digital catalog highlights Bare Necessities’ spring bra and lingerie collection from Wacoal.
These are the first Bare Necessities catalogs to be designed by Robert Vega, who last month was named the company’s first creative director. Vega designed more than 100 catalogs for companies such as Lane Bryant, Bare Necessities says.
“The freedom of design without physical constraints allowed us to really bring the swim and Wacoal collections to life,” Vega says. “We will continue to add features and design elements to make future digital catalogs even more interactive and engaging.”
Bare Necessities launched Bareplus.com in February. The new site features more than 1,200 styles of full figure and plus size bras and lingerie.