Lingerie is a personal self-expression of individual style and spirit
The brainchild of Emily Bendell, Bluebella was founded with a simple yet profound vision at its core: to deliver luxurious lingerie, underwear, and nightwear to spirited, fashion-forward women. The brand champions innovation, inclusivity, and exceptional style above all else, redefining sensuality with every new collection. Speaking to Fibre2Fashion, Bendell talks about the lingerie and loungewear industry.
How has the lingerie and loungewear industry evolved in recent years, and what emerging trends do you see shaping its future?
Since I started Bluebella, the lingerie industry has gradually evolved to become a more inclusive space which is brilliant. While there is still a long way to go, it is so lovely to see more women represented in the industry. One of our favourite trends that has had a huge impact on the industry in recent years is underwear as outerwear. This trend allows our designs to be seen in a completely different context, taking away some of the old-fashioned thinking associated with lingerie.
In an era of body positivity and inclusivity, how do you think lingerie and loungewear brands can better cater to the diverse needs and preferences of their customers?
I think the key is to never assume what a customer might want. Ask them and always keep testing. For far too long companies assumed customers that are a certain size, for example, would only like certain products, which is complete nonsense. Brands should continue to challenge outdated societal expectations to keep up with their evolving audience.
E-commerce has revolutionised the retail landscape. How has the online shopping experience impacted the lingerie and loungewear industry, and what challenges and opportunities does it present for brands?
For a long time, people thought lingerie would never move online because getting physically fitted for a bra was so key to the customer experience of buying lingerie. But of course, like pretty much every other category that proved to not be true. The challenge for us as a digital brand is how can we enhance the customer experience without physical interaction – we have to focus really hard on giving a brilliant representation of fabric and fit, accessible customer service and a smooth delivery and returns process.
The intimate apparel industry has traditionally been associated with certain societal norms. How can lingerie and loungewear brands break free from stereotypes and promote empowerment and self-expression among their customers?
Yes, lingerie is a really important category in fashion to break boundaries and address outdated gender stereotypes because it is so intimately associated with sensuality and with how we think about women’s bodies. If we tell women that the thing they wear closest to their skin is for someone else, then what does that tell them about their bodies? So, it is really important to show and talk about lingerie in a strong, empowered way focused entirely on its wearer and not on who might see it.
Can you share the inspiration behind starting Bluebella and how the brand’s mission has evolved since its inception?
Bluebella’s mission is to redefine sensuality as something owned and not shared. To us, lingerie is a personal self-expression of individual style and spirit. The Bluebella woman does not see lingerie as a functional or traditionally sexy purchase to be ‘dressed up in’ for someone else. I wanted to create a brand and product that was empowered, confident, sassy, contemporary and fashion-focused.
Bluebella is known for its inclusive and diverse approach to lingerie. How do you ensure that your brand is welcoming to all body types and identities?
Everyone at Bluebella feels a deep responsibility to showcase diverse beauty in our imagery and across our social channels. We are very conscious of showing a wide range of body types, ethnicities, genders, and ages. This is partly so that as many people as possible can identify with and imagine themselves in our products, but it is also to normalise lingerie as a product that can be enjoyed by all shapes, genders and ages. We also try to start important conversations around gender and sexuality to educate our audience and provide helpful information where needed.
The fashion industry can be highly competitive. What unique strategies did you employ to position Bluebella as a leading lingerie and loungewear brand?
I think authenticity is key because customers can see through skin-deep marketing tactics and brands that just jump on bandwagons. I try to always be true to my beliefs and my view of the world, and sometimes that can be hard and deeply uncommercial, but ultimately, I think that is why our customers love us and feel connected to the brand.
How has the online presence of Bluebella through the website contributed to the brand’s growth and success?
Online and social media are what has made the growth of brands like Bluebella possible because we have been able to grow relatively organically by connecting with a global audience from very early on. As such the user experience on our website is so important – we are constantly looking at new technology and creative assets to showcase our products and brand as effectively as possible and ensure that our customers’ journey is as smooth and seamless as it can be.
Customer satisfaction is essential in the retail business. What steps do you take to ensure a positive shopping experience for your customers?
We are constantly investing in our product and technology to try and avoid as many issues as possible in the first place. But should something go wrong, customer care is key. We have an amazing team in-house (so we can hear any issues first-hand) and we offer multiple channels for customer support. Customers can also reach out to us through our social media channels. We always aim to quickly address any issues and we monitor how we are doing and what we can do to improve through customer reviews.
Sustainability has become a growing concern for consumers across various industries. How can lingerie and loungewear companies adopt more eco-friendly practices in their manufacturing and distribution processes?
The key here is embedding commitment and continual improvement into the fabric of the company so that everyone is bought into it. That is why we are using the B Corp process as a structure to do so. We take numerous steps to ensure ethical and fair conduct across our operations. All our factories adhere to the Modern Slavery Act and our Ethical Trading Policy, with regular third-party audits. We are also a member of SEDEX, empowering responsible supply chains. Our production works vertically, meaning the product is sourced and manufactured in one country. This reduces the need for transport and lowers carbon emissions. We reduce wastage by limiting our sampling requirements. We donate all end-of-season samples to charities and offer our customers a responsible recycle or reuse end-of-life service. Our garment care labels are made from recycled fabrics and every season we increase the percentage of our collection made from sustainable fabrics.
In terms of both materials and production processes, how do you approach sustainability?
Sustainability is an ongoing journey. 100 per cent of our packaging is now recyclable and each season we increase the percentage of the lingerie range made from sustainable materials. From Spring/Summer 2024, 28 per cent of the range will be made from 50 per cent plus recycled materials.
We plant a tree for every order placed on our website and we offer a takeback service for our products to ensure responsible reuse or recycling. We are also currently in the process of becoming a B Corp to give us an ongoing structure to continually improve.
Can you tell us about any significant partnerships Bluebella has engaged in and how they have impacted the brand?
Last year, we collaborated with the ‘king of sparkle’ Ashish on a beautiful, embellished collection. We loved working with Ashish and the collaboration helped us to understand a more luxury product and customer and have fun with design elements such as crystals that are not typical for Bluebella. We have an exciting new collaboration launching this autumn.
The lingerie market is ever-evolving. How do you stay ahead of trends and continue to innovate in your designs and collections?
We are very much a fashion lingerie brand, so we look at trend forecasting and cultural moments to ensure that our products embody the spirit of contemporary fashion. But we never simply stick to the status quo when it comes to design, we always try to ask ‘what’s next?’ and how we can push the boundaries even further. We are known as a directional brand so although trends are important to keep abreast of, we also like to forge our own path and develop new shapes and ideas and introduce new fabrics not usually used in lingerie.
As a founder, what were some of the most significant challenges you faced in building Bluebella, and how did you overcome them?
As a female-founded, female-focused brand raising the investment needed to grow the business was tough. The ‘business angel’ community that invests in startups is predominantly made up of middle-aged men and they simply did not ‘get’ the brand or business. And less than one per cent of VC funding in the UK goes to female-founded businesses, which is a disgrace. In the end, I managed to find an all-female investor group called Addidi as my first investor.
What is the vision for Bluebella’s future, and how do you plan to achieve the brand’s long-term goals in a constantly changing market?
My vision is to redefine how women think about lingerie and their sensuality. To move the bra beyond all the patriarchal layers that have been applied to it for generations and redefine it as what it should be – a fashion item that reflects its wearer’s style and mood. We are always looking at new ways to communicate our message and new channels and markets to reach as many women as possible.
Interviewer: Shilpi Panjabi
Published on: 28/08/2023
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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