Redefining Fit
1
Background
Intimates is a fast-growing category, with D2C companies competing head-on with heritage players. In their fight for a younger, more inclusivity-minded customer, brands tend to sound the same, projecting a sea of buzzwords and empty promises.
2
The Challenge
Bare Necessities, an online intimates retailer with an established history of inclusivity, found itself at a crossroads. They needed to retain their core older audience, while building relationships with a younger one. Our task was to develop a new brand strategy that expressed their unique DNA through a lens that would connect with both of their growth audiences, and then redesign the web experience, optimizing for key business metrics and applying the new branding.
3
The Outcome
We developed a new brand platform, Bare It All, that stands for empowering customers to own their confidence. Unique in the category, this strategy leans into the idea that the right “fit” can help customers express themselves and find self-love. The site experience we designed emphasized this idea of “fit” through a unique Fit Finder tool and by reframing the traditional e-commerce apparel industry focus on “size” to a “fit” focus instead.
The brand platform positions Bare Necessities as having the unmatched ability to marry expertise and empathy to deliver the most comprehensive experience in intimates for customers of all ages, sizes, and preferences. The site experience brings this to life by integrating expert guidance, inspirational content, and an emphasis on community throughout its commerce functionality.
