Intimate apparel giant Berlei has had a brutal first outing in the land of social media.
The Pacific Brands’ staple recently launched a series of eight videos via community media channel Youtube, aimed at educating consumers on how to choose and fit the right sized bra.
Key components of the “Are you wearing the right sized bra?” campaign include how to measure for the correct fit, signs to look for in the wrong sized bra and hints on selecting specialist products across the sports, maternity, first bra and special occasion categories.
A Berlei representative has been enlisted to respond to user feedback on the Youtube Berlei Australia channel.
Close to 90 per cent of comments posted at the time of press alleged the brand did not sufficiently service the plus size market.
User charliedent claimed it was difficult to find nursing bras in 10E; when Berlei directed the poster to the Fabulous Fit Maternity Luxe line, the user responded: “While I will go and try it on for size, it’s not pretty and it’s not sexy. I have been in ‘maternity’ bras for more than three years now, when can I start to wear nice lingerie again?”
Similar comments from other users prompted Berlei to confirm feedback would be passed on to the company’s design team.
Berlei also vowed to contact its retail clients, following comments on the lack of DD+ sizes in major stores.
“Great video but most stores just don’t stock above a DD,” ShopEtsy commented. “Had to go to a specialty shop.”
Berlei Australia responded: “We are constantly working with our retail partners to ensure that all sizes are fully stocked. We will ensure this feedback is passed on to the buyers.”
The brand did not comment on the user response by the time of press.
Berlei’s online initiative follows an ongoing bid to capture the heartland dollar. In 2007, the company kicked off its ‘Uplifting Tour of Australia’ campaign, which saw a specially branded bus travel across 27 towns. The vehicle doubled as a mobile fitting room and saw 4000 women fitted for bra size.
The Berlei videos can be viewed at www.youtube.com/BerleiAustralia
Assia Benmedjdoub