One month after launching two digital catalogs, intimate apparel merchant Bare Necessities has launched a new digital catalog for Chantelle, a French lingerie brand.
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Bare Necessities is continuing its aggressive approach veering away from print catalogs and moving into the digital space. The new Chantelle digital catalog launched on Monday according to Jay Dunn, chief marketing officer for Bare Necessities.
“The digital catalog was the centerpiece of an integrated marketing strategy combining digital catalog apps, social media, Facebook advertising, email, website promotion, public relations, and blogger outreach,” Dunn said. “So far the effort has driven traffic, sales, new customers, existing customers, increased reach dramatically over print, and delivered. We’re still collecting and analyzing the data, but overall we are very pleased with the results.”
Based on the success of Bare Necessities’ first two digital catalogs featuring its spring swim collection and its Wacoal intimate fashion line, the company opted to forgo a print version yet again and concentrate exclusively on the digital experience. Although there isn’t a companion print catalog with the new digital catalog, Dunn said the company still mails print catalogs – albeit at a significantly reduced rate (less than 1 million total circulation this year compared to 2 million in 2011).
Chantelle is a good brand to showcase in a digital catalog due to its elegance and high-end fashion, Dunn said. “They (Chantelle) loved the photography and digital strategy we developed, so it was a great partnership.”
The digital catalog is now available via the free Google Catalogs and Catalog Spree tablet apps for both iPad and Android, available on Apple’s App Store and on Google Play for Android. The catalog can be viewed on www.barenecessities.com.
Jim Tierney ([email protected]) is a senior writer for Multichannel Merchant. You can connect with him on Twitter (TierneyMCM) and LinkedIn, or call him at 203-358-4265.