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Bare Necessities launches two new digital catalogs
08
May '12
Bare Necessities, the leading online destination for brand name bras and lingerie, launched two new catalogs without printing a single page. The editions are completely digital and designed specifically for a tablet shopping experience. The catalogs are available via the free Google Catalogs and Catalog Spree tablet apps for both iPad and Android, and can be viewed on BareNecessities.com as well.

The first new catalog features Bare Necessities' incredible new swimwear collection, featuring brands such as SPANX, Elomi, Freya, and Fantasie.

The second digital catalog highlights Bare Necessities' Spring bra and lingerie collection from Wacoal in a rich, sensual experience that is accentuated by being designed for an interactive, tablet environment.

"We are excited for the opportunity to use digital technologies to connect with consumers in new and engaging ways," said Bob Vitale, President of Wacoal America. "Through the digital catalog, Bare Necessities has made our bras and lingerie really come to life for women of all sizes."

Bare Necessities was one of the first to recognize that the Internet could be a powerful way to sell bras, because the company could offer the enormous array of brands and especially sizes that a physical store could not possibly keep in stock.

Now, the company is betting that the popularity and interactivity of tablets such as the iPad and Kindle Fire will change the way in which customers shop from catalogs.

"By eliminating our print editions, we are able to design a catalog exclusively for the digital environment," said Jay Dunn, Chief Marketing Officer for Bare Necessities.

"We crafted our catalog to be interactive and creatively rich. With one tap, she can view details about the fashion, watch in-line videos, create collages of favorite items, and email favorites to friends. It is not only fun and useful, but it matches how today's consumer wants to shop."

These are the first Bare Necessities catalogs to be designed by Robert Vega, who was named last month as the company's first Creative Director. Vega designed more than 100 catalogs for companies such as Lane Bryant, and was excited by what he could accomplish creatively when designing solely for a digital platform.

"The freedom of design without physical constraints allowed us to really bring the swim and Wacoal collections to life," said Vega. "We will continue to add features and design elements to make future digital catalogs even more interactive and engaging."

Google Catalogs and Catalog Spree are available free on Apple's App Store for iPad and on Google Play for Android.

Bare Necessities is the second largest online lingerie retailer (only Victoria's Secret is larger).

Bare Necessities

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