When the bra meets the Internet

Summary: Everyone is talking about Internet thinking, everyone is trying to subvert the traditional industry. The internet is a piece of cake, but also the traditional industry to use technology to change the way of life.

Before there is a female physiological period app, after the Cang teacher underwear e-commerce, female supplies in the Internet industry is the first wave of attempts. The 2014 Victoria's Secret show not only attracts the female otaku, but also makes the smart bra The eye of the Internet people again. However, in the area of lingerie, bra companies are the most adept at selling underwear using the Internet True&co.

True&co.

The bra industry Most will use the Internet, the internet industry most will sell underwear. True&co's approach can be summarized in a nutshell: use big data to create lingerie for women .

Data not only to collect, but also to analyze

So far, 1 million women have taken part in True&co's fit test, providing nearly 15 million data points that can be mined to improve products and services. the biggest pain point for women to choose a bra is the size . Both measurements did not take into account the curvature of the woman's breasts (empty or full) or the weight distribution (where it centers on the chest).

The data is for research and development services

Through the analysis of the collected data, True&co. 6000 different female bodies were identified and classified into 8 color-coded categories, each corresponding to different chest and weight distributions. True&co found that 10 out of 8 women had "strict military-grade requirements" for underwear liners, while 6 of 10 women preferred unlined or thin-lined underwear, while dark underwear sold 3 times times the size of light underwear.

Launch of explosive products

True&co. Released two underwear series brands, which now account for 40% of the company's earnings. One of the brands, "the Glorious Image" [She walks in Beauty (+ Light)] was available at the end of last year for a limited range of underwear, including small underwear, designed to solve common fitting problems. The brand's second uniform, launched in June, conveys True&co's mission. This is a full range of underwear, underwear and home wear, bringing together 50多万名 women's views.

Internet concept

The idea is the best thing that can fool investors, if you say that you do so much data is to sell more and better underwear, that is embarrassed, no one will be interested in, if you say you are to serve more women, let women buy underwear process become happy, change female choice way, very good, you get 2 million dollars of seed fund. In fact, that's what true&co.

This is a bit like Starbucks, Starbucks is a customer does not care about things made a happy heart, let you enjoy this pastime.

Small compilation View

Female supplies encounter the internet always can be wiped out sparks, this phenomenon we should be able to guess the reason, Cang Teacher's underwear e-commerce half of the buyer is male. Internet entrepreneurs Choose this field to always think more about other issues: there are explosive points, there are gimmicks, more accurate user positioning, of course, I also hope that entrepreneurs are really want to use the Internet to change the lives of users, and not only because of the easy hype.

When the bra meets the Internet