The team behind Undies.com is tweaking its original concept.

The site, which sells intimate apparel from its Undies.com brand, launched in November 2015. Amy Riordan, Undies.com’s president and chief marketing officer, said based on findings from the past year, they decided to switch up the branding and create a new tag line, “Fashion at the First layer.”

“We thought a lot about what we want to represent and we want to democratize fashion,” said Riordan, who formerly worked at Tanner Cos. “We consider ourselves a fashion brand that’s offering a little taste of luxury to your everyday life.”

Riordan said when Undies.com started the product and branding skewed younger and the price point was much lower — nothing retailed for more than $28. But now, they are targeting a consumer who ranges from ages 25 to 45 and pricing product from $10 for a lace thong to $58 for a lace balconette bra. They are attempting to capture that consumer with fashion-forward collections that are inspired by the runways and a diverse assortment.

Undies.com sells a variety of bra styles — T-shirt bras, bralettes, long line silhouettes and unlined styles — along with matching underwear styles. The platform offers a cotton collection, a luxe lace assortment, a microfiber line and a mesh program. The collection is designed in-house and is offered in sizes 32A to 40DD. Underwear ranges from XS to XL.

Riordan said their customer wants special items at affordable price points and each day Undies.com offers a different promotional deal. New styles and colors hit the site on a monthly basis. To elevate the service, products are shipped in a special box covered in the Undies.com logo.

According to Riordan they are focused on the direct-to-consumer experience, but would consider wholesale partnerships down the line.

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Intimissimi Expands in the U.S.

Vince Camuto to Introduce Intimate Apparel

Delta Galil Signs Licensing Agreement With Calvin Klein

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