The context
For RougeGorge underwear retailer (2024 net revenue: €85.5 million, down by 5.5% according to Pappers) e-commerce is the retailer’s top traffic driver. Yet the lingerie retailer records a frequency of only 1.8 purchases per year. The strategic challenge includes asking how can the e-shopper cohort be encouraged to visit stores which remain the main purchasing channel? “Since 2021 we have had twice as many visits on the site as in stores and 40% of customers in stores consult the site before purchasing”, said Graziella Marchese, the Omnichannel Director. “The strength of digital is bringing people to our retailer but the conversion rate is much lower and conversion in store takes time. Moreover, lingerie purchases are not necessarily renewed every season because it is an invisible product. It is a real challenge to encourage a second purchase within the year. We need strong brand messages addressing different needs including sports, sexy lingerie, comfort and invisibility for summer”.
With 17% of sales online in 2025 the retailer faces strong digital growth in the fashion market. In France e-commerce rose from 18% to 23% of the total fashion market between 2022 and 2024 according to the mind Retail barometer.
