Bras N Things head of marketing Natalie Chalmers details the challenges the lingerie retailer is facing and how it is working to overcome them.
Repositioning a brand takes time and so, as much as I want to go out and say, 'come and try us,' and, 'come and have another look,' for anyone that hasn't been back in for a while, it does take time.
I sit inside the brand every day so I know what we have to offer, but it's about getting that out to consumers, and encouraging her to join the community.
That takes time and we're quite thoughtful in terms of who we choose for brands these days.
It's up to us to continue to walk the walk and make sure that we are connecting in a genuine and authentic way.
I believe we're doing it but it just takes time to get it out there.
So that is one thing, the other thing is that fitting is a challenge - fitting's a challenge for women.
I think it's one of those things that we probably always put off.
It is hard, it's a really vulnerable state and if that's not your comfort space then it is something that's truly, truly difficult.
So we train the teams on that; we do a whole lot of training around that.
And not just around regular fittings, we do post-surgery fitting, transgender fitting, maternity fittings, so there's lots of different ways that we fit.
And the store team - I can't explain or put into words just how thoughtful they are throughout that process.
So that is always a challenge because, as women, we're also pretty stubborn, so us telling you to come get a fitting isn't necessarily going to change that.