Maidenform.com Launches E-Commerce Site

Intimate apparel company Maidenform launched Maidenform.com, an e-commerce site
providing information and e-commerce as well as personalization through
customer profiling and self-fitting.

“Maidenform.com will show women the right styles to improve their appearance
in clothes and we are therefore confident that satisfaction with the site and
the product will make Maidenform the brand of choice,” said Manette Scheininger, senior
vice president marketing for Maidenform Worldwide.

In an effort to maintain synergy with Maidenform’s retail partners, the site
will include a location device, which identifies the user’s 10 closest
stores, sending customers back to
the department stores.

“We will consider the site a success only when users
are shopping in department stores as well as online,” said Cindy Davis,
senior vice president of the retail division for Maidenform.

“Eighty percent of women today are wearing the wrong bra size,” said Cindy
Davis, “What most women don’t know, is that every few years it is important
to re-measure oneself –Maidenform.com allows you to do so confidentially
from the privacy of your own home.”

The site was developed by Proxicom Inc., a professional Internet
services firm.