Independent lingerie retailers can stay afloat on the changing high street by capitalising on being able to deliver what large retailers struggle to offer.
That’s according to Jill Axe, owner of Perfect Fit, a Sheffield-based lingerie retailer that has made a successful business based on customer service and professional fitting.
She believes that there are less staff available on the shop floor in many large retailers and that independents can provide a unique service.
She told Lingerie Insight: “We do things that big shops can’t do. We will do special orders and if they want something obscure we can order them in. Because we’re here to serve all the time, that’s the difference.”
Axe added: “I think retail is changing and people are looking online, but they need a good service, and I think it will come back to that. If businesses want to make money from customers, they’ve got to look after them.”
Anne-Marie Blaire, who helped to pioneer Victoria’s Secret’s ecommerce strategy, recently told Lingerie Insight that it can be difficult to balance online convenience and in-store service, noting the importance of getting fitted in store by a trained fitter.
“Women can sometimes be misinformed as to what size they are as products can stretch and bodies can change,” she said.
But she added that online stores are ideal for millennials looking for a mix and match service. She explained: “This is why Victoria’s Secret Pink came about. It’s the really fun colours that appeal to the young consumer. Using the internet to make a mix and match tool is great for that young millennial.”