The E-commerce Model giving rural customers a perfect fit

It's easy to assume that e-commerce has made products universally accessible. After all, we live in a time when you can order anything from artisan bread to bespoke electronics with a few clicks. But for those living in rural or remote regions, access to personalised advice and specialised products remains a significant challenge.

This is especially true in sectors like lingerie, where fit, comfort and expert guidance are crucial. A poorly fitted bra doesn't just cause discomfort - it can lead to poor posture, back pain and a range of preventable physical issues, especially for women in active or physically demanding jobs.

Enter Rose & Thorne, a New Zealand lingerie brand rewriting the rulebook with a virtual fitting model designed to address this very issue. Their innovative approach is more than a clever retail solution - it's a blueprint for how e-commerce businesses can rethink their models to include those who have traditionally been underserved.

At the heart of Rose & Thorne's initiative is a simple yet powerful idea: connect rural women with professional bra fitters via live video consultations. Through this digital service, customers in isolated locations can receive one-on-one support from experienced fitters without leaving their homes.

For women living on farms in the Waikato or remote stations in the Australian outback, the lack of retail choice has long meant compromising on fit and comfort. Stocking every size variation in a physical store simply isn't feasible in smaller towns - some styles may require up to 70 different size combinations to meet demand.

By removing the physical barriers, Rose & Thorne's digital-first model allows customers to access the brand's full size curve, including sizes up to 24K - one of the most inclusive offerings in Australasia. It's a solution that not only fills a market gap but directly addresses health and wellbeing outcomes for rural women.

From a public relations and brand positioning perspective, this model also helps the brand stand out in a crowded market. Rather than defaulting to price wars or retail discounts, Rose & Thorne has created genuine customer value through accessibility and innovation.

The virtual fitting experience combines the trust-building power of human interaction with the efficiency of online retail. This kind of hybrid solution is exactly what customers in underserved regions need - and it's something other e-commerce brands would do well to explore.

As a PR agency in Auckland, we've seen time and again that the best media stories are rooted in purpose. This story is not just about selling bras - it's about solving a real-world problem that affects thousands of women. For e-commerce brands looking to build equity, these are the kinds of initiatives that drive authentic customer loyalty.

At Impact PR, we work with companies to find and articulate the deeper value in what they offer. For Rose & Thorne, that value lies in accessibility, inclusivity and empowerment.

The commercial case is also compelling. The New Zealand bra market is currently valued at $254 million and growing at 3% annually, while Australia's is estimated at $1.7 billion with over 4% annual growth. Rose & Thorne's virtual model allows them to efficiently service this trans-Tasman market with minimal physical infrastructure.

With Australia already contributing a third of their revenue, the potential upside is significant. And as the brand continues to expand into larger back and cup sizes, they're tapping into a growing global trend - people are getting larger, and traditional sizing models no longer serve the majority of customers.

Over 60% of Rose & Thorne's K-cup sales are from women with size 18 or larger backs, and their best-selling size is 24K. The fact that these customers are buying online and rarely returning products shows just how well the model is working. High satisfaction in a category traditionally associated with in-store fitting proves that digital solutions can be just as effective - if not more so - than brick-and-mortar alternatives.

What's more, the brand has achieved this success in a tough retail environment. With international shipping costs rising and traditional retail channels under pressure, their online-first, consultation-led model is helping them future-proof their business.

Looking ahead, Rose & Thorne is eyeing new markets including North America and the UK, though they acknowledge the current focus must remain on maximising growth in Australia.

For other e-commerce businesses, the lesson is clear: inclusivity and innovation are not just ethical imperatives - they are smart business strategies. By adapting to meet the needs of underserved customers, companies can unlock new revenue streams, build lasting loyalty and create stories worth telling.

To learn more about Rose & Thorne visit roseandthorne.co.nz.