The biggest challenges for lingerie brands (& how to overcome them)

There was a time when the word ‘lingerie’ was used synonymously with ‘Victoria’s Secret’. But in recent years, the mass-market brand has seen declining sales and an increasing number of competitors.

Shifting trends in the lingerie industry have opened the door for smaller, independent brands to come in and disrupt the market. With a focus on inclusivity and body positivity, niche lingerie brands and online start-ups are taking hold of the market. And mass-market companies are starting to notice. They want to claim what Victoria’s Secret is losing.

Amazon have already jumped on the trend, releasing their private iPaaS Vendors label lingerie brand Iris & Lilly in 2017. Coming in with low prices and millions of Amazon Prime customers ready to convert, Amazon has the potential to make huge gains in the industry.

So, how can growing lingerie brands capitalise on these changing trends? How can businesses win new customers and claim their share of the market?

It all comes down to one thing: the shopping experience.

Amazon wouldn’t be the business it is today if it didn’t commit to providing a great shopping experience for their customers. No amount of marketing or celebrity endorsements will save you can’t fulfil orders on time.

To go up against competitors like Amazon and ASOS, lingerie brands need to go above and beyond with their customers’ journey. We’ve laid out the biggest challenges facing online lingerie brands, as well as exactly what you need to do to overcome them.

Barriers to conversion

One of the biggest challenges facing online lingerie brands is converting new customers. Consumers are often unwilling to invest in lingerie from new brands or brands with a small reputation. Concerns about fit, comfort, quality and fulfilment can dissuade potential customers, so it’s essential for growing businesses to build a relationship with their audience and earn their trust.

The fix: Offer proof

The most effective way for lingerie retailers to convert new customers is to offer them proof. Brands can do this by reaching out to experts like fashion writers, editors and bloggers, sending free samples and encouraging them to write about your brand in their publication. This kind of ‘expert proof’ reassures customers about your product quality, and enables you to include ‘As seen in’ media logos on your site.

Another way to increase your ‘social proof’ is to build up a strong online presence on platforms like Instagram and Facebook. By having a large follower count and plenty of social engagement, consumers start to see your brand as a viable buying option. You can also use influencer marketing to reach more people in your target audience, increasing your brand reputation and awareness.