Lingerie brand marketing agency

Lingerie search demand splits into size queries (34DD bra, 32F bralette, 38B wireless), construction queries (plunge, balconette, t-shirt bra, strapless, underwire versus wireless, front closure) and problem queries (bra for a large bust with narrow shoulders, bra that does not dig in, shapewear for a backless dress). Each cluster needs an indexable collection with copy that explains the construction, who it suits and how the sizing runs, with the grid built from product data rather than a filter parameter.

Size-range pages are the second layer and few brands build them. A page for each cup range that explains sister sizes, what the brand's band feels like, and which styles are stocked to that size earns rankings for the size queries and feeds the product pages. A fitting guide that walks through measuring, common fit faults and how to read them, and the difference between US, UK and EU cup progression ranks for the fitting queries and answers what assistants get asked.

Technically, band and cup run as two variant options on one product URL, colourways stay as variants rather than separate products, size filters are never indexed on their own, and Product and Offer markup reports the real availability per variant so a sold-out 30G does not show as in stock.

Lingerie feeds need the apparel attributes, age_group, color, gender and size, plus item_group_id tying band, cup and colour variants to one product. The size attribute should carry band and cup together, and size_system must state US, UK or EU, because cup progression differs between systems and a mismatch produces returns and a misleading listing. Product_detail carries construction, wire or wireless, padding and support level; material carries the fabric. Titles read as the query reads: brand, construction, feature, size range, colour.

The adult attribute exists in Merchant Center, and most lingerie does not need it, but imagery decides whether a reviewer flags a product as adult-oriented, which limits where and to whom it is shown. Product images on a mannequin, a flat lay or a model in a straightforward pose clear review; suggestive poses and tight crops invite the flag. Descriptions should describe fit and construction and avoid suggestive language. Shapewear that claims to change the body permanently drifts toward misrepresentation; describing smoothing as a construction feature is fine.

Campaigns are split by margin and by role: bra-sized styles in a campaign bid to margin, everyday multi-packs in a volume campaign, sets and gifting in a seasonal campaign that opens before Valentine's and Christmas, and free listings monitored separately so size-page traffic is visible.

Lingerie creative on Meta lives inside the adult content rules, and the brands that run consistently learn to sell fit rather than allure. Ads that show the bra on a mannequin or a flat lay clear review; ads on a model clear when the pose is straightforward, the framing shows the garment, and the crop does not focus on a body part. The creative that converts is the fit story: a fitter explaining why a band rides up, a customer describing the first bra that did not dig in, a construction close-up showing the wire channel or the wireless support, and the sister-size explainer as a short video.

Audiences start with customers and site visitors, with lookalikes on customers who kept their first order. Broad prospecting works with fit-led creative and fails with lifestyle glamour. Catalog ads retarget well when the feed images are product-first. UGC needs written rights and a check that the creator has not made claims or shown imagery the account cannot support.

The fit follow-up is the first flow to build. A week after delivery it asks how the band and cup felt, offers a one-click exchange for the sister size, and records the size the customer kept. Everything after that is segmented by the kept size, so a restock or a new colour email only goes to a customer who can actually buy it. A short fit-education series, how to tell when a band has stretched, how to wash to keep the shape, earns the right to keep sending and sets up the replacement message.

The replacement clock runs some months after purchase, timed to the style and to the customer's own reorder pattern where there is one, and offers the same style in the kept size. The gifting calendar runs before Valentine's, Christmas and a wedding season, with a message to the partner where consent exists and a self-purchase message to the wearer. SMS is limited to delivery updates, size restocks and the gifting cut-off, because lingerie is a category where an unexpected message is unwelcome. Win-back names the style and size the customer kept rather than sending a generic code.