Bare Necessities‘ reps recently reached out to CURVY to tell us a little more about their brand as a follow up to our post last Friday on their new Chief Marketing Officer Jay Dunn. Bare Necessities is already the second largest online retailer for intimate apparel (only Victoria’s Secret is larger!), and Jay joined the company to provide some excitement to the brand and a voice to its customers. And yes BN is a CURVY friendly e-retailer that offers 3,700 styles from over 180 brands with bras ranging from 30A to 56J including extensive plus size offerings in bras (for example the site offer 220 styles of 42DD bras), panties, shapewear, leggings, tights and sleepwear. I’m really happy that BN reached out to us. It shows that the 43 million dollar marketing genius is not going to leave us Curvy girls behind. We will be following up with BN and Jay in the coming weeks.
Bare Necessities’ official statement regarding the new CMO:
Marketing Exec Behind Lane Bryant’s Provocative “Red Bra” Campaign to join BareNecessities.com as CMO
EDISON, NJ: August 15, 2011 – You may not have heard of BareNecessities.com, but you will soon if Jay Dunn, the new Chief Marketing Officer has his way. With over 2 million loyal customers, more than 3,700 styles and 180 brands, and online lingerie sales second only to Victoria’s Secret, Bare Necessities is poised for significant growth and to become a household name.
As former VP/CMO of Lane Bryant, Jay Dunn was the man behind their famous “Red Bra” campaign that sparked heated controversy when it was banned from ABC for being too sexy. Jay turned what could have been a tricky situation and negative press into an incredible success story by handing the debate over to the public to weigh in. The public sounded out that big was beautiful and that sexy was something to be proud of, and within weeks the brand skyrocketed from a PR and Sales POV, resulting in 52% increase in bra sales as a direct result of campaign.
The Lane Bryant campaign soon became a YouTube sensation, generating millions of hits and press coverage and won numerous awards including two Effies, two Tellys, two Prisms, The Platinum AME for North America, a Racie from the NRF, and was named Brandweek’s Top Story of 2010. Watch the video: http://www.youtube.com/watch?v=VMxyZQfMmM4
Hired for his visionary marketing skills, Jay Dunn was brought to grow Bare Necessities’ brand awareness. A retail marketing guru with expertise in marketing, design and branding, as well as social media, e-commerce and technology, Jay Dunn has led teams to produce award-winning campaigns for Brookstone and The Home Depot, in addition to Lane Bryant.
Jay Dunn sits on the Board of Directors of Retail Advertising & Marketing Association (a div of NRF). He is also Founder of Supergroup, the social network for marketing, social media, retail and design professionals, and Co-Author of e-book The Art of Social Sales. Originally from Tampa, Florida, Jay holds a BA from University of South Florida, MBA from UNC-Chapel Hill.
Launched in December 1998, Bare Necessities is the second largest online lingerie retailer (only Victoria’s Secret is larger) and has sold almost 5 millions bras to more than 2 million customers. With more than 3,700 styles, over 180 brands ranging from everyday favorites Wacoal and SPANX to fashion/luxury brands Hanky Panky and La Perla, BareNecessities.com offers both men’s and women’s intimates including lingerie, shapewear, swimwear, sleepwear and more. Proud sponsor of The Breast Cancer Research Foundation, Bare Necessities has the most complete size range with bras from 30A to 56J. For more information, visit http://www.barenecessities.com