Chelsea Manor IntimatesChelsea Manor Intimates is a leading eBoutique, based in Los Angeles California, offering an online shopping destination for sexy lingerie, fashion lingerie, sexy costumes, intimate apparel, and related products. The company was founded in 2009 as a brick-and-mortar retail store located in the Westfield Fashion Square Mall in Sherman Oaks, California. The company operated at this location for nearly 2 years until management made the strategic decision to take the company online exclusively and to develop on online brand that introduced the world to Entry-Level Luxury Lingerie.
Chelsea Manor Intimates Brand Position: eBoutique
By positioning itself as an eBoutique the company sends a strong message as being a high tech company with offering a personalized and customer centric online shopping destination. For Chelsea Manor Intimates customer service the paramount. The company takes time to educate consumers about their shopping decisions through online live chat, an 800 number, and through the use of videos on Youtube, as well as on-site instructional videos (found throughout the site).
Competitive Response: Big vs Small
Being an eBoutique tells consumers that the company is not a huge corporate entity, where consumers often get lost in phone mazes, where customer service issues are rarely resolved in a timely manner, and where there is no ongoing meaningful relationship between the consumer and the company (except where price is the only determining shopping decision factor). The eBoutique brand position traps larger companies into being a clumsy, bureaucratic, and anonymous organization where there is no One-to-One relationship with consumers. This strategy worked well in the car rental market where the largest car rental company HERTZ was trapped by AVIS who claimed, as a smaller company, “We Try Harder” and “Our Lines are Shorter”. Consumers responded well to the smaller yet agile company whose service trumped that of the larger brand.
Tag Line: Explore the Darker Side of Sexy