At least one brand’s e-mail prank caused some social media backlash among consumers.
The e-retailer’s new digital catalog makes lingerie interactive.
Décolletage is going digital.
Lingerie and undergarments retailer Bare Necessities has revealed a digital catalog on Google Catalogs catering to female shoppers looking to make a big impression when wearing little.
Consumers with Apple Inc.’s iPad or a tablet running on Google Inc.’s Android mobile operating system can access the catalog for free via the catalog aggregator Google Catalog tablet app in Apple's App Store and on Google Play for Android. Consumers can also view the catalog on BareNecessities.com.
The catalog, which exclusively sells pieces from French lingerie brand Chantelle, features new prints and styles from the brand and fills out the experience with behind-the-scenes video footage of the photo shoot for the catalog.
Consumers can shop directly from the catalog by tapping on items that interest them and see more images as well as zoom, read product details and purchase. When shoppers hover over images, price tag icons appear. A tap of the icon reveals an overlay box with quick facts about the garments. A View Details button in that box takes the shopper to the product page on the retailer’s e-commerce where she can buy.
To promote the new offering, Bare Necessities is offering free shipping and returns on Chantelle items through March 24 with a promotional code.
This isn’t the lingerie retailer’s first experience with interactive catalogs. In May, Bare Necessities took the plunge into digital catalogs by eliminating its print catalogs and publishing two tablet-only catalogs that appeared only in Google Catalogs and another catalog aggregator app, Catalog Spree. Unlike the just–launched Chantelle catalog, which is a special edition, those two e-commerce digital catalogs offered styles from a range of brands including Spanx, Elomi, Freya and Fantasie and Wacoal.
“By eliminating our print editions, we are able to design a catalog exclusively for the digital environment,” Jay Dunn, chief marketing officer at Bare Necessities, said in May. “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.”
Bare Necessities is No. 249 in the Internet Retailer Top 500 Guide.