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Barenecessities.com is launching its first in a series of digital lingerie and swimwear catalogues today that are designed specifically for tablet shopping.

The catalogues will be available via the free Google Catalogs and Catalog Spree tablet apps for iPad and Android, and can also be viewed on Barenecessities.com.

Jay Dunn, chief marketing officer for the specialty lingerie and swimwear e-commerce site, said, “By eliminating our print editions, we are able to design a catalogue exclusively for the digital environment. We crafted it to be interactive and creatively rich. With one tap, the user can view details about the fashion, watch in-line videos, create collages of favorite items, and e-mail favorites to friends. It’s not only fun and useful, it also matches how today’s consumer wants to shop.”

The first digital catalogue features swimwear brands that specialize in full-busted styles such as Elomi, Freya, Fantasie, Panache and Spanx.

The second catalogue highlights a collection of foundations by Wacoal that includes bras and shapers for spring.

Bob Vitale, president of Wacoal America, noted, “Through the digital catalogue, Bare Necessities has made our bras and lingerie really come to life for women of all sizes.”

Dan Sakrowitz, vice president of marketing at Bare Necessities, said the company is betting that the popularity and interactivity of tablets like the iPad and Kindle Fire will change the way in which customers shop from catalogues.

“Mobility is really transforming the way retailing is done today. A print catalogue may not be with a customer when she’s watching her daughter play soccer or she’s standing in line, but the tablet is,” said Sakrowitz.

He added that Barenecessities.com receives more than 100,000 monthly visitors on a tablet, or approximately 9 percent of total visitors. The catalogues will also include interactive elements such as videos, and will be embedded into Barenecessities.com for bloggers to embed in their own sites. The format will also provide analytics on which products get browsed and purchased.

The catalogues are designed by creative director Robert Vega, who has designed more than 100 catalogues for companies, including Lane Bryant.

“The freedom of design without physical constraints allowed us to really bring the swim and Wacoal collections to life. We will continue to add features and design elements to make future digital catalogues even more interactive and engaging,” said Vega.

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