Wonderbra is overhauling its website

News - Digital Bulletin, UK

LONDON - Wonderbra is overhauling its website as it seeks to shake off its 90s 'Hello boys' image and reposition itself as a lifestyle brand.

The site, created by Iris, will go live in October. It is part of a strategy to link the brand to fashion by showing women how different looks can be achieved by wearing its bras.

Visitors will be directed to the 'uplift', 'rounded', 'cleavage' or 'plunging' zone, each of which will feature the range of bras in that category. There are also plans to offer online sales.

Iris has previously handled experiential events for Wonderbra, including a series of fashion events called 4 Effect.