In this Q&A with Ragtrader, Modibodi's recently appointed executive director Kerry Cusack reveals how she's settled into her new role after one month and key strategies and plans ahead.
Kerry, you were appointed as executive director of Modibodi last month. How were you selected for the role and what did your first month involve?
Modibodi is leading the way when it comes to social impact and breaking down stigma, so the brand needed to ensure that the person they appointed as Executive Director shared this brand ethos, as well as support the company in its growth trajectory.
It was certainly a competitive process as Modibodi is such a desirable and well-regarded company in Australia, and I am proud to join Modibodi team in this role. As category leaders and innovators, Modibodi has redefined leakproof apparel and created a business built on trust and authenticity, designing sustainable products with the needs of the consumer at their very heart whilst breaking taboos.
It’s these values that attracted me to the brand and I am looking forward to building on Modibodi’s success and continuing to deliver strong growth globally.
Within my first month of the role, I have helped to lead the Modibodi global team, as well as the brand’s strategy and execution, with support from the Modibodi Advisory Board and Essity.
What are your immediate tasks ahead? Do you have any key goals?
I've certainly started my journey with Modibodi at an exciting and busy time for the brand. Right now, we are celebrating Modibodi's 10th anniversary in market which is a huge achievement, and one that we are celebrating through brand storytelling and diverse communication plans.
My key goals at present are centred around continuing to strengthen the success of the brand and build on Modibodi’s vision to be the leaders in period care. I am working with the team in creating a clear path that will help deliver new ways of working, leading to positive business outcomes that deliver on our brand vision.
Modibodi has already seen 10 incredible years of being category leaders and innovators, and I'm so excited to see what the next 10 will bring.
How many stockists does Modibodi have globally? Any plans to change this ahead?
Modibodi has gone from strength-to-strength thanks to its innovative product development, strategic business planning, marketing and public relations, hi-tech manufacturing processes and global expansion.
Modibodi is currently available in 65 countries including the UK, USA, New Zealand, France, Germany, Africa, South Korea, Japan, Scandinavia and more.
Selected Modibodi products are available online via Amazon (AU, USA, UK), Starts@60 (AU), The Iconic (AU), The Market (NZ), Zalando (Germany) and Zalora (Malaysia, Hong Kong, Taiwan, Indonesia, Singapore).
In Australia, some key stockists of Modibodi include David Jones, Big W, Rebel Sport and Coles.
Any plans to change Modibodi's online channels?
With a diverse and broad online presence across our global markets, we are confident in our e-commerce offering – therefore it’s not really about changing our online channels - but building on them to ensure the best experience possible for our customers.
We are consistently evaluating and seeking to improve the user experience across our global channels. This is to ensure that all customers across our five specific B2C sites are provided with a seamless shopping experience. For example, we have recently undertaken developments to localise our EU site so that it can now be translated into French and German.
Modibodi has launched into new categories over the last year, including swimwear, sleepwear and all-gender period wear. How have these new categories performed?
The past year has certainly been a huge period of growth and product innovation at Modibodi. Within the last 12 months, Modibodi has expanded into new categories, offering our customer even more choice when it comes to comfortable, reusable leak-proof apparel and providing options for all bodies.
Since launching our period and light incontinence underwear, we have extended our range into many new categories including leak-proof swimwear, sleepwear, and activewear and are proud to now offer the Modibodi All Gender collection.
Research into new products and designs is carefully considered to ensure we are providing our customers with the best possible offering to suit their needs. For example, the Modibodi team conducted almost 1,000 tests over 18 months to develop the innovative combination of fabrics that go into our leak-proof gusset – the technology found in all Modibodi absorbent apparel.
Our unwavering commitment to product innovation will see us continue to enter into new categories and provide even more comfortable and dignified leak-proof apparel for new and existing customers.
Any changes to categories ahead? What are the most popular categories?
We are extremely passionate about developing real products that work and change people’s lives for the better. For us to continue to deliver on our brand promise of designing confidence-creating, life-changing apparel, customer feedback and research is essential to our category expansion plans.
We are seeing growth across our product ranges, such as the ModiBasics range which is aimed at 18–25-year-olds. This affordable range is designed to be the perfect introduction to period underwear and has proved to be very popular. Our Classic Bikini, Maternity and Active ranges also continue to be bestsellers for the brand.
Have you noted any changes to consumer spending habits?
Within this current global cost of living crisis we’re facing, it comes as no surprise that we are all becoming more conscious of our spending. Consumers are hyper-aware of what they are spending their money on, and really considering what is a necessity, and what is not.
With period underwear seen as necessary period care product for many, particularly Modibodi which is market-leading in quality, durability and comfort, providing customers with a solution that is more affordable for more people was paramount for the brand.
Earlier this year, Modibodi launched its first ModiBasics range. The new collection features Modibodi’s bestselling, original Moderate-Heavy technology that absorbs 2- 3 tampons worth of liquid, and priced at just $19 a pair, this range is the economical solution that customers really need right now.
Any other business news to share?
September marks Modibodi’s 10th birthday and to thank our customers for getting us to where we are today, we are offering three huge deals across the entire month of September.
Since 2013, as Australia’s original leak-proof apparel brand, Modibodi has created world-first patented leak-proof technology, pioneered paid menstrual and menopause leave in the workplace, and has always put people, comfort and innovation first.
As a brand, we will continue to use our voice to celebrate diversity and inclusivity, promote self-acceptance and open conversations around our bodies and leaks, and challenge unjust cultural or social norms in the name of equality.
There are some very exciting things in the works for Modibodi that I can’t share right now... but watch this space.