I always take note of direct response commercials with snappy domain names. So when SOMA appeared on CNN advertising Bras by mail, I wondered when they accepted the idea that "try on" was no longer a barrier to commerce garment sales. With fit and tailor apps like FashionMetric.com, and postage-free exchanges /returns, online garment sales are thriving. Perhaps that's why they have positioned their WEBSITE as the destination to go for bras versus their brick and mortar boutiques.
Interesting that Soma.com was owned by CVS Pharmacy (probably from an acquisition) who sold it to Chicos who owns the SOMA brand in 2006. Apparently they operated under the Chicos website for their first few years. But now the TV campaign will catapult them to stardom as Zuily's has set the standard for the next generation of online commerce.
Here's yet another lesson for retail that you can isolate a single SKU under its own domain name and sell more with a direct path to entry.
Here's the spot:
The website reads:
At Soma Intimates, we believe Beautiful Begins Underneath®
Before we opened our first boutique in 2004, we imagined shopping in a place that knows what women really want. A place where lingerie is not just beautiful and sensual, but luxuriously soft and comfortable. A place that caters to women with a fit for every body. A place where warm, personal service is the mantra.
And so we created Soma.
More than 250 boutiques later, we continue our quest to know you better. We create products women long for and once discovered, cannot live without. We are revolutionizing women's intimates each and every day with exclusive innovations you can't find elsewhere.
We haven't stopped there.
We help you embrace your body by making you look and feel gorgeous. Our Expert Fit Stylists can determine your exact bra size in minutes and wardrobe you with an always perfect fit.
Not only do we care about what women need, we care for women in need with our semi-annual Soma Bra Donation. To date, we have collected more than 750,000.
What's in store?
Your unwavering satisfaction with our lingerie inspired us to create Soma loungewear and dresses, modern clothing made of the softest fabrics for day or evening; as well as our Oh My Gorgeous® fine fragrances. And, we will continue to bring you even more beautiful products.
We are proud to serve women and honored to be Your New Bra Destination™.