A New Zealand lingerie brand, Rose & Thorne, is pioneering a significant change in the way rural women access specialized lingerie fittings by expanding its virtual fitting service. This innovative approach aims to address the challenges faced by rural women in finding correctly fitted bras due to limited retail options in small towns. The importance of wearing a properly fitted bra is emphasized by experts for maintaining good posture and preventing discomfort, especially for those engaged in physically demanding work.
The virtual fitting service offered by Rose & Thorne connects women with professional bra fitters through live online consultations, providing personalized sizing recommendations without the need for in-person fittings, which are often not readily available in rural areas. Rich Carey, the general manager of Rose & Thorne, highlights the disparity between urban and rural women in accessing a variety of bra sizes and brands, with rural women often having limited choices.
Carey explains that the virtual fitting service bridges this gap, ensuring that women in rural areas can receive expert support from the convenience of their homes, regardless of their location. Unlike physical lingerie stores, which may struggle to stock a wide range of sizes, the digital model adopted by Rose & Thorne enables the brand to offer an extensive size range, including uncommon sizes like 24K, catering to the diverse needs of customers.
Recognizing that many rural women have long endured ill-fitting bras, Rose & Thorne’s introduction of K-cup sized bras and the ongoing development of larger sizes aim to address this underserved segment of the market. The company’s commitment to providing high-quality, supportive lingerie through online tools and virtual fittings marks a significant step towards making lingerie more accessible and inclusive.
Moreover, by embracing a digital-only model, Rose & Thorne sets itself apart from traditional lingerie brands, enabling it to offer a broader range of sizes efficiently while catering to the rural market across New Zealand and Australia. This strategic shift not only aligns with changing consumer preferences but also reflects the brand’s dedication to meeting the unique requirements of customers who prefer online shopping or lack access to physical stores offering suitable lingerie options.
As the lingerie market in New Zealand continues to grow, with an annual increase of 3%, Rose & Thorne’s digital transformation positions the brand for sustained success and expansion. By focusing on educating consumers, especially in rural areas, about the availability of a diverse range of products and the convenience of virtual fittings, the company is poised to capitalize on emerging opportunities and meet the evolving needs of its target market.
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