#52 Bra shopping reimagined: Harper Wilde supports women in a new way
Retail Gets Real · with Jane Fisher and Jenna Kerner · April 2, 2018 · 23 min
Summary
Harper Wilde disrupted the bra industry by focusing on comfort, affordability, and accessibility through a direct-to-consumer model. This episode reveals how their approach, which includes simple options and home try-ons, empowers women and challenges traditional retail. Ecommerce operators can learn how to build a customer-centric brand that addresses consumer pain points and leverages technology for a seamless experience.
Key takeaways
Traditional bra shopping is often uncomfortable and confusing; simplifying choices and offering home try-ons can significantly enhance the customer experience.
Direct-to-consumer (DTC) models allow brands like Harper Wilde to maintain control over pricing and brand messaging, fostering a stronger connection with customers.
Ethical business practices and a focus on empowering the customer can differentiate a brand in a crowded market and build loyalty.
Leveraging technology for innovative solutions, such as home try-on programs, can replicate and even improve upon traditional in-store experiences, especially in intimate apparel.
Understanding and addressing the emotional and psychological aspects of shopping for specific products can lead to a more positive and less stressful customer journey, driving satisfaction and repeat business.
Two business students set out to make the bra buying experience more comfortable, affordable and accessible, establishing Harper Wilde around the concepts of simple options, fair prices and home try-ons. In this episode, co-founders Jane Fisher and Jenna Kerner discuss how they’re empowering women through revolutionizing the way bras are sold.
Traditional bra shopping is often uncomfortable and confusing; simplifying choices and offering home try-ons can significantly enhance the customer experience.
What does this episode say about retail & omnichannel?
Direct-to-consumer (DTC) models allow brands like Harper Wilde to maintain control over pricing and brand messaging, fostering a stronger connection with customers.
What does this episode say about brand & content?
Ethical business practices and a focus on empowering the customer can differentiate a brand in a crowded market and build loyalty.
What does this episode say about product & merchandising?
Leveraging technology for innovative solutions, such as home try-on programs, can replicate and even improve upon traditional in-store experiences, especially in intimate apparel.
What does this episode say about dtc strategy?
Understanding and addressing the emotional and psychological aspects of shopping for specific products can lead to a more positive and less stressful customer journey, driving satisfaction and repeat business.
