Lingerie label La Senza is celebrating the launch of its e-store today as the brand continues to increase its presence in the Australian market.
The La Senza e-store, which went live this morning, will see most La Senza collections available for purchase online and includes added features such as a zoom-in function on product, multiple views on selected product lines, convenient and easy processing of orders, and easy navigation of categories and promotions.
La Senza product and marketing manager Rachel Underwood said the site, which took eight weeks to complete, may also feature some product exclusively or before in-store drops.
“The majority of all products found in our stores will be available on our website, and in some cases before the stores. This includes bras, panties, sleepwear and lingerie, as well as the new “Bodykiss” collection, which is currently available in five colours with more arriving this month.”
As reported in the April 22 Ragtrader print edition, the e-store follows a nation-wide marketing campaign launched by the label in April to boost brand awareness, and Underwood said the entry into e-commerce is part of a planned strategy for the brand in Australia.
“With launching ourselves nationally with regular store openings and building brand awareness through key marketing initiatives, the e-store allows us to reach customers in areas that our stores are currently not convenient to get to. As a global brand, we want our product to be accessible to all,” she said.
Underwood also revealed to Ragtrader (April 22 print edition) that the brand intends to roll out 100 new stores in Australia within the next three years, with the next batch planned for launch across Melbourne, Sydney, Brisbane and Perth in June/July.
La Senza, is currently marketing the e-store launch via Facebook, its member's database and other social network avenues. The brand has also invested in a special offer to promote its e-boutique, providing a special code to customers which discounts $5 off product at the online checkout.
La Senza is owned by retail giant Specialty Fashion Group which also operates Katies, Millers and Crossroads.