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Freya Lingerie and Social Media

A screen grab of Freya's facebook page

by Cheryl Warner, www.investinyourchest.co.uk

Freya lingerie, the ‘younger sister’ brand of Eveden Limited have recently expanded their reach into the world of social media. With their customer base and the effectiveness of different advertising and marketing in constant flux, the introduction of the company’s Twitter (@freyalingerie) and the Facebook fan page and the brilliant interactive ‘Bra Doctors’, has brought encouraging feedback and increased brand awareness – speaking directly to customers via effective and convenient social networking platforms.

Eveden limited are one of Britain’s longest-running lingerie manufacturing brands, setting the trends and standards for almost a century, innovating the larger cup industry and selling their wares in UK department stores and shipping via various retailers to devoted customers worldwide.

Founded in 1994, the historic British brand’s sister brand Freya has ever since championed the bigger bust bra market – priding themselves for having provided pretty, practical and attractive lingerie to the large cup market. Having introduced the K cup to their ranges, they have gone from strength to strength – expanding into sub-brands such as their award-winning ‘Freya Active’ sports bra.

Their Spring/Summer 2011 collection has featured in many of the glossy UK magazines including Glamour and Grazia. The introduction of the brand’s first strapless bra, the Deco Strapless, has achieved rave reviews from lingerie bloggers across the board: Busts4Justice calling it a ‘godsend’ and Kitty Lingerista dubbing it a ‘must-have’.

Other Eveden brands include the glamorous plus-sized brand Elomi, grown-up practical and pretty Fantasie, luxurious Fauve and the newest addition, Huit 8. Huit is a brand which caters to the smaller cup size (AA-DD), which currently sells 32-36 backs, with promise to expand into the ever-increasing 28 band market; making Eveden’s customer range from a 28-38 AA-K cup, not something many brands can claim!

Freya launched their ‘Holy Fit’ campaign in 2009, a campaign to encourage and spread awareness of the importance of a correctly fitting bra. The campaign featured a brilliant website (www.theholyfit.com) which featured an in-depth role play video which demonstrates a reconstruction of a Freya fitter and an ‘unsuspecting’ customer. The video depicts how a bra fitting shouldn’t be a scary and intimidating experience, instead it should be a liberating, comfortable and even enjoyable experience.

A screen grab of Freya's facebook page bra doctors

Freya’s choice of bloggers range from the young mum Kerry C (The Blog Star) Kerry G, (The Individualist) and Jo (The Creative) and myself, having been (perhaps undeservedly) nicknamed ‘The Champion’. The strength of the line-up appears to be diversity – ranging ages and lifestyles, fashion tastes and personalities – a promising group of girls who each represent the ‘Freya girl’ in different ways. All experienced bloggers, the site seems set to be an entertaining and informative read for Freya customers, with reviews, featurettes and articles about lingerie, bras and Freya written for the customers by their fellow customers.

“We try to be as socially savvy as possible! Facebook has been really exciting for us, allowing our Freya fans to talk to us more frequently and for us to talk with them in return,” Ann-Marie Manley, Head of Marketing for Freya.

The Freya PR and Marketing team have deemed the expansion if their resources into specifically social media ‘following the demands of our customers’ and a way in which the customers can ‘interact’ with the brand. Head of Marketing Ann-Marie Manley stated:

“We try to be as socially savvy as possible! Facebook has been really exciting for us, allowing our Freya fans to talk to us more frequently and for us to talk with them in return.  We wanted to provide our Facebook fans with as many unique Freya features as possible, with the launch of our Bra Doctors advice service, fans are able to ask any bra or lingerie related question.  Our fans have also had the chance to win their favourite lingerie collections through competitions and giveaways, as well as enter to vote on polls and surveys.  However this said, we love Twitter and are very excited about the launch of our brand new Freya blog!”

The use of Twitter has increased the fan base extensively, with just under 1000 followers and regular entertaining and informative posts, mini-competitions and interesting relevant links, yet another avenue for Freya fans to ‘interact’ with the brand – a concept which, as Ann-marie stated, is becoming an increasingly important part of brand establishment.

The ‘Bra Doctors’ have answered over 200 questions of customer who have been suffering with fitting problems and underwear ‘mares. Customer feedback has been brilliant – with many lingerie bloggers such as myself and Busts4Justice having deemed the service a highly innovative and invaluable service for those who have niggling fitting discomforts or lack time or ability to travel to a reputable fitting service. Whilst some critical feedback has included the fact that most answers offer advice but still suggest a bra fitting, in my opinion the increase of awareness of a correct-fitting bra and urging people to get fitted by a reputable fitter can only be a good thing.

The ‘Blog Star’ guest blogger competition had more than 140 entries. The winner Kerry C has been announced this week upon the launch of the blog ‘Fitting Talk’.

Visit the new Freya blog ‘Fitting Talk’ now at www.freyalingerie.com/blog.

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