MeUndies wants to make the underwear buying experience less transactional.
The California-based underwear brand, which was founded in 2011, started out as a subscription-based service that sent shoppers underwear as often as they preferred and allowed shoppers to purchase underwear a la carte on its e-commerce site. But now they are moving away from subscription and focusing on memberships.
“We don’t want to become a commodity,” said Courtney Simons, head of brand marketing at MeUndies, who previously worked at Nike. “We want to enhance the relationship with the consumer who is looking for more than product. We want to build brand loyalists and evangelists. That’s the way forward.”
With the subscription model, customers automatically received a different pair of printed underwear each month. With the membership model, customers receive exclusive underwear prints each month, but there are added perks including permanent discounts on underwear and a first look at new product. For example, a pair of women’s cheeky briefs are $16. Members also receive discounted pricing on MeUndies loungewear, socks and bralettes. Membership accounts for 50 percent of MeUndies business.
To continue building community, MeUndies is also invested in brick-and-mortar experiences. MeUndies has opened a store in Santa Monica, Calif., at the Century City mall and Simons said they are focused on more activations and developing with a retail footprint looks like for MeUndies.