To bring these options to its customers in an accessible way, and avoid the overwhelming dressing room experience, Harper Wilde has taken a card out of Warby Parker’s playbook and offers customers free home try-ons of three bra options, with free returns. ![]() Instead, it focuses on offering a no-fuss bra in a growing variety of sizes and nude colors designed for the day-to-day hard work and successes of women, all at $35 per bra (bra prices can range from $9.99 from retailers like Fruit of the Loom all the way up to $69.50 at Victoria’s Secret.) Unlike other popular online lingerie shops, Harper Wilde doesn’t offer dozens of styles or cover its pieces in lace or small bows. It’s about sorting through all of them, how expensive they are and the condescending in-store experience.” “We just kept hearing over and over again, it’s really not about the bras,” Kerner said. ![]() Together Kerner and Fisher surveyed more than a hundred women to find out what they wanted in a bra and created Harper Wilde to try to deliver it. “We had all of these friends and colleagues and family members who are incredible women who were doing surgery, or running board meetings, or fighting a court case, and wearing these horrible bras underneath it all,” Kerner told TechCrunch over the phone. From local outlet malls to expensive online retailers, Kerner and Fisher bonded over their frustration and disillusionment with uncomfortable and over-sexualized bras. Graduate school friends Jenna Kerner and Jane Fisher launched Harper Wilde together in 2017 to address the fact that shopping for bras is awful. “It’s back and sexier than ever, starring breakout stars and real-life best friends and together for Skims.Harper Wilde has raised a $2 million funding round led by venture capital firm CRV, which the company told TechCrunch it’s excited to use to not only build its workforce but to further its mission of providing women across the country with comfortable and empowering bras. “I watched The White Lotus and had to have my girls!” Kardashian captioned a set of photos and videos of the Italian actresses posing in limited-edition pink and black Skims outfits. In other advertising news, Kim Kardashian was recently praised as a “marketing genius” for recruiting The White Lotus actors Simona Tabasco and Beatrice Grannò to star in a Valentine’s Day campaign for her shapewear brand, Skims. Harper Wilde’s Reddit post was also accompanied by images of other customer reviews from the sponsored post, one of which claimed their bras were like if “butter and a cloud made a baby”.ĭespite apologising for the “creepy” ad, Harper Wilde has maintained that they are a female-led company dedicated to “empowering women”. We’re so sorry this creeped anyone out! Absolutely not our intention and we’ve pulled the ad from running.” Our small team is 99 per cent women and we absolutely do not condone creepy non-consensual boob-grabbing of any kind, even in a figurative hypothetical bra-review. While we clearly have customers who are straight women, this single review doesn’t represent our entire brand. ![]() “The core of our brand is ultimately about designing bras by boob-havers for boob-havers while divesting from the male gaze. ![]() “For context, this is actually a review by a real customer originally meant to run with a series of other reviews – we thought it was cheeky enough to run as an ad, but the attribution was cut off at the bottom by the ad interface (original ad series attached!),” they replied. The brand explained that the advertisement was actually taken from a customer review about the product. Three days later, Harper Wilde finally responded to a Reddit thread about the post, in which they addressed some of the confusion surrounding the ad. Only straight men think Ryan Reynolds is hot like we’ve been thru this.
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