Question

Topic: Advertising/PR

Online Lingerie Business

Posted by Anonymous on 4/22/2012 at 12:00 PM ET 250 Points
I started my own online Brazilian Lingerie business in Southern California specifically targeting the Bridal Industry about a year and half ago. However, I am really lost in terms of increasing the sales. I have participated in many Bridal Expos as well as other "Non-Related" Expos in order to get my business name out there. I really use the fact that all the lingerie is designed and manufactured in Brazil as a Selling Point but, unfortunately, that still does not bring in the sales as frequently as I would like!
Furthermore, I network with many Wedding Coordinators offering a discount to their brides and, yet, that still does not increase the sales.
Lastly, I have networked till the cows come home and, yet, no increase in sales! I also promote the fact that I host Lingerie Parties throughout Southern California with a minimum of ten women as that is my only requirement. However, I am thinking, should I not have that requirement at all?
I am just at a loss and any idea/suggestion would be greatly appreciated!

Thank you in advance!
Natalia
www.sheerdelights.net
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RESPONSES

  • Posted by Gail@PUBLISIDE on 4/22/2012 at 12:06 PM Accepted
    It sounds like what you need now are a couple of important things: 1) consistent, friendly interaction with potential buyers and 2) positive, glowing word-of-mouth testimonials -- girls sharing with their friends -- about how great your products are.

    You wrote that you've networked and participated in bridal expos, but have you kindly followed up with people with whom you've spoken? Are you sharing conversation about the wonderful fabrics and answering questions via social media? In other words, are you developing relationships and not just selling, then letting customers go their merry ways without hearing from you?

    These make up just a fraction of things you can be doing to engage a customer base.

    You may be limiting yourself with marketing only to the bridal market. There are others who would be interested in the luxuriousness of your items, but they don't know about them because you're focusing solely on the bridal industry. You may want to broaden your market. But, remember, you still have to communicate ... share ... with these people as you would your bridal customers.
  • Posted by alana_smith on 4/24/2012 at 11:11 AM Accepted
    I agree with Gail@PUBLISIDE about following up and getting some testimonials... maybe for brides you've sold to in the past, offer a discount on their wedding anniversary? Just an idea.
  • Posted on 4/24/2012 at 6:23 PM Author
    Thank you all for the great input and advice!
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