Free People: Expanding Lingerie Offerings
Posted Monday August 20, 2012 1:58 PM GMT
Looking to further their reach into the marketplace, Free People has just announced they’re adding to their already-impressive range of lingerie.
The uber-trendy ‘innerwear’ outfitter selected model Camille Rowe for the new endeavor, given that she’s already fronted a handful of campaigns for the company.
Director of e-commerce and marketing Jed Paulson told press, “We chose Camille because she was in our ‘Born to Run’ Americana e-book shot in Coney Island and our customers received it very well.”
As for the forthcoming Free People e-book, Paulson added, “It’s a bigger part of our business now and we want people to know more about it. There will be 16 [online] pages with more of a focus on bras and pajamas.”
The expanded lineup of lingerie will be well within the budgets of most fashion fans, with bras priced at $28 and underwear starting at $10.
And it sounds like they’re just getting started on the next level of Free People commerce. “We have an Instagram following of 250,000, which puts us very high as a specialty retailer….We’re [pleased] because intimates is starting to be worn by our customers as outerwear, with some wearing slips out and bras that can be seen underneath our outerwear,” Paulson noted.