For most women, shopping for intimate wear can be a daunting task. To cater to the needs of customers and service them, Enamor - premium inner wear brand, looks to address the many pain points women have when they wear lingerie.
Sandra Daniels, Vice President – Marketing, Women’s Category at Modenik Lifestyle, says, “A lot of women haven't found that perfect bra yet, the bra that she loves and would like to wear every day. Every woman is seeking that and if you can be the brand that comes out and says, look, this is how I can meet your needs better, or these are the innovations that will meet your pain points, those are the conversations that will engage more with your consumer.”
She adds, "As a brand, we are always trying to address the pain points and service an unmet need. If a regular bra is the reason for so many pain points for women, can we try and address these pain points through innovations? Our digital campaign Enamor Innovations shows the technology we brought in to address the pain points."
For example, for women who feel hot while wearing a bra, Enamor offers the N9 technology that absorbs moisture and keeps the bra two degrees cooler, making wearing the bra more comfortable. Another innovation is the use of bamboo which makes the bra soft, breathable and eco-friendly. Bamboo helps women allergic to elastics and the straps touching their bodies, as it is antimicrobial and anti-allergenic. Enamor has made six other innovations and the campaign showcases these innovations and how make the bra experience better. Daniels says, "The overarching communication is being futuristic by bringing in technology into the lingerie conversation to provide solutions to women's problems." She continues, "We reached over 34 million women. This communication was differentiated as it was talking about the pain points and the solution for it. This campaign got us a lot of engagements as women who liked the campaign, clicked the like button or clicked to find out more about the product. In fact, we had a lot more add to carts on this campaign than we ever have. A huge learning for us was that if you have a solution to a problem, people are seeking and engaging a lot more with your communication."
She highlights that YouTube campaigns generally get around 5% or 6% engagements on the content that is put out. Enamor’s latest campaign garnered over 25% engagements in terms of likes, clicks and shares. The brand also engaged with influencers to talk about the innovations and comfort making the bra more wearable.
A big trend being witnessed in the category is premiumization with consumers looking to better the quality, style and comfort. The other important criteria is providing an elevated customer experience. Daniels says.” As a brand the one vision we have when a customer walks in to the store is to create a wonderful and fabulous experience in a category where women are restrained, shy to ask questions, and share their pain points? So, creating that environment that is comfortable and encourages a customer to talk is important.”
She continues, “Our counter consultants are trained to provide an elevated experience, in terms of asking customers what are their pain points, their needs and also educate the customer. We understand the customer's body type and it is important for us to explain to the customer that size, the shape of your bust, lifestyle, exercise level are important and to then recommend the best bra for them.” To close the loop, the consultants also advise customers about maintaining the bra, how to store it, wash their bra and even how to wear the bra correctly as many customers are unaware of these factors. Daniels adds, “The entire experience is crafted by us, and the whole experience around buying the bra is what we're focused on.”
Looking at Retail, Enamor currently has 70 Exclusive Brand Outlets (EBOs) with plans to scale up EBOs to 100 in the short term. Coming to the online space, Enamor has scaled up significantly with the company’s website and presence across marketplaces such as Amazon, Myntra, Flipkart, Ajio etc. The brand is also currently exploring the Quick Commerce format. Daniels says, “Our vision is to take the offline experience and replicate it online in a channel where there is no touch and feel. That's still a learning and that's something that's evolving for us.” Commenting on what is a key priority she says, “Readdressing where the brand is today. The focus is on making it more relevant, inclusive, refreshed for the Gen Z. Also, bringing in a lot more glam and fashion into the brand. Today, it's all about creating a perception and building more aspirations around the brand.
Digital Ad Campaigns:
Smart, Soft, and Sustainable: Revolutionary Bamboo Bliss Bra by Enamor Innovations!
Stay Cool and Fab with the Revolutionary FabCool Bra by Enamor Innovations! #Fabulously Futuristic
The Future of Comfort: Revolutionary InvisiBra by Enamor Innovations!
Elevate your style with the Revolutionary FlexiFree Bra by Enamor Innovations!
This is your sign to be tech-chic! Revolutionary CloudSoft Bra by Enamor Innovations!
Your Gateway to Smart Inventions: Revolutionary Pure Ease Bra by Enamor Innovations!
