Lingerie company uses social media to crowd source insights

  • News
  • August 11, 2015
  • Elly Strang
Lingerie company uses social media to crowd source insights

Rose & Thorne is a lingerie brand that’s stocked at The Warehouse, on its ecommerce site and at its Fit Studio in Newton.

Co-founders Stefan Preston and Sue Dunmore were both the CEO and head of design for Bendon lingerie during the 2000’s.

Bendon’s new Australian board then moved the company operations to Australia and made the core New Zealand-based design and development team redundant in 2011. 

This team went onto form Rose & Thorne.

More and more companies are using social media tactics to crowd source ideas, insights and information from their customers, while engaging them in the brand.

Rose & Thorne has a 27,000 strong following on Facebook and decided to engage them by asking them to fill out a survey about their bra preferences.

Co-founder and managing director Sue Dunmore (pictured) says they wanted to do the survey to get customer insights.

 “Talking to our community, getting feedback and making sure that we are solving their pain points is absolute key for our mission of changing the lingerie world,” Dunmore says.

“The bra census was an extension of this; a way to connect with the community and listen to them, while having some fun with it online.”

The survey ran from 30 April until 7 June.

People were lured in to do the survey through a combination of prizes (going in the draw to win one of three $200 vouchers) and the appeal of joining in on the bra-related discussion on the Facebook page.

{Bra Census 2015!} How do you feel when you wear your favourite bra?Have your say now & you're in to win one of three...

Posted by Rose & Thorne on Tuesday, May 26, 2015

The amount of women who responded staggered them – 3000, to be exact.

Dunmore says choosing to run it online allowed Rose & Thorne to collect information from all across the country, as well as let the discussion continue on social media.

It found on average a woman owns 12 bras and regularly wears five of them.

Dunmore says the biggest surprise was finding out women on average have four bras they never wear.

“We know that women tend to have ‘pretty mistakes’ in their drawers - the bras that look great but are so uncomfortable that they never actually get worn. What surprised us was the consistency of this,” She says. 

“That’s a lot of bras never to wear.”

A key insight the survey found was when shopping, women go to stores that have a great price, the right size and are the most convenient – in that order.

It also found only a third of women actually enjoy shopping for a bra and 17 percent hate it.

Dunmore says the results will help the company refine what it does in terms of making bras.

“In particular, the bra census identified some real pain points in the lingerie shopping experience, with 17 percent really not liking shopping for bras and only 32 percent quite enjoying it,” she says.

The survey also found that 27 percent of women bought a bra less than once a year because they were too embarrassed to let someone fit them with a bra.

A further 19 percent said it was because often they couldn’t find a bra that fit properly.

Less than a third of those surveyed said they were truly confident they were wearing the correct sized bra.

“We are actively designing ways to transform this experience, so the feedback and results feed into this process,” Dunmore says.

She says the results indicated a lot of women were not confident they had the right bra, so Rose & Thorne is focusing on how to help solve this.

“We know that women want an environment where they feel comfortable about getting fit advice. Women often walk into our Fit Studio with haunting memories of their first fitting as a teenager and walk out laughing - it can be an enjoyable experience,” Dunmore says.

She says they’re also looking at alternative ways to help customers with their fittings for both online and in store purchases.

​ ​

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