Every purchase from its e-commerce operation will come with Figleaves branded scented paper, which has been developed by sensory marketing agency Brand Sense to “create a deeper emotional relationship” with consumers when items are delivered.
Julia Reynolds, chief executive of Figleaves, says: “it is vital for us, a pure play online retailer, to create a deeper level of engagement with our customers, and we see the development of fragranced print as just one way of doing so.”
Last year Figleaves appointed new advertising and media agencies ahead of a major relaunch of the brand.
Start Creative won the online retailer’s advertising account to develop a new identity for Figleaves and Trinity Communications, which handles media planning and buying, has developed an integrated campaign including press, outdoor, radio and online activity to attract new customers in the run up to Christmas.
The lingerie retailer relaunched its website in October.
Figleaves.com is operated by Figleaves Global Trading, and operates in the UK and US selling lingerie, swimwear, exercise wear, hosiery and nightwear.