Van de Velde ramps up digital strategy with social selling concept

Belgian lingerie group Van de Velde has announced a collaboration with German social selling platform Pippa & Jean.

Consumers will now be able to experience the group’s Marie Jo and PrimaDonna lingerie brands at home, through exclusive styling events, and in the near future order online through personalised online stores.

The partnership with Pippa & Jean is the next step in Van de Velde’s online sales strategy.

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In April, the group announced plans to reposition its brands and marketing strategies, develop ecommerce with up-to-date IT architecture and increase agility and delivery reliability of the supply chain in response to falling sales.

The concept of social selling, which allows people to experience products in the comfort of their own home, has become increasingly popular in Germany.

The overall size of the German social selling market is currently over EUR16 billion (£14bn) and growing at a rate of 8% per year.

With the development of this new sales channel, Van de Velde is set to raise awareness and availability of PrimaDonna and Marie Jo brands and provide a personalised customer experience.

Van de Velde CEO Erwin van Laethem said: “This new partnership with Pippa & Jean fits our commitment to ensure the availability of our brands for customers through all channels. It is also part of our innovative tradition. Since our foundation in 1919, Van de Velde always looks forward and renews itself. Working together with a partner like Pippa & Jean’s digital platform fits well with our mission: empower the bodies and minds of women.”

Pippa & Jean CEO Gerald Heydenreich commented: “We are very excited about this partnership with Van de Velde, which for us is the first step into opening our unique social selling platform O3S for other brands interested to launch their own sales force.

“The innovative team of Van de Velde is at the forefront of a development we are going to see in the coming years, with brands building their direct-to-consumer channel through own independent sales forces ín order to continue to build more reach and personal service for the end consumers”.



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