Building a Business Panty Drop News

The Panty Drop Relaunch

A new look for subscription underwear

A note from Julie, Panty Drop founder:

Change is good. I’m a big believer in periodically switching things up. It’s too easy to get stuck in a rut where momentum keeps you doing the same things over and over again because they are familiar. Stepping out of that cycle opens up new possibilities and ushers in a new phase of creativity. Rebranding a business is no different. With Panty Drop’s re-brand comes a few exciting things – first, a new logo and look; second, a new subscription underwear website with added customer account features; and third, the launch of our Giving Program.

What’s behind the new Panty Drop

The first step in any rebranding project is to reflect on what the business means – why it was started, who it’s for and what difference it makes in customer’s lives. So, who is the Panty Drop woman? I thought about some of our first customers. She’s bold. She’s appreciates good style and is ready for a sophisticated, easy look (no more VS PINK panties). She’s doing it all – job, relationship, family, friends – which of course, is difficult and sometimes exasperating. No wonder her underwear drawer might leave a little to be desired. Who has time for panty shopping when you’re taking on the world, right?

Panty Drop is about doing something nice for yourself in an effortless way. It’s about treating yourself to a surprise, maybe stepping out of your comfort zone a little bit. It’s about reconnecting with your sexy side, which can sometimes get pushed aside with all of the other demands and pressures we put on ourselves. So we picked bold colors. We picked styled product images with a sophisticated look. And, we’re ever expanding our brand and product lineup to include even more great underwear styles.

The New Subscription Underwear Website

Of course, a rebrand requires a website update! We’ve added a few new pages – including a description of our styles and brands. And, we’ve added features to your customer account. Now, subscribers can easily start a return, share feedback on their recent box, and update their panty profile easily in their account. You can also still update billing, shipping and payment info there too, or customize your shipping frequency if you want to receive boxes more or less often.

The Giving Program

When I started Panty Drop, I knew I wanted to create a business that was about more than just great underwear. Creating a giving program for your business is just as hard as everything else you have to do to rebrand and grow. What’s the right cause, where do you want to focus your efforts, what do you want to give and how do you make sure it’s meaningful? Luckily, there are wonderful success stories – three that were particularly inspirational for me were Tom’s, Patagonia, and Salesforce.

Panty Drop’s Giving Program focuses on supporting organizations that are closing the gender leadership gap. Times are way better than they were a generation ago, but women are still underrepresented at the top. Our giving program will help women gain the skills, confidence, and opportunities they need to succeed. We modeled our program after Salesforce’s 1-1-1 program, and joined Pledge 1% to launch the program. Through it, we’ll give 1% of sales revenue, 1% of employee time, and 1% of product to nonprofit organizations that fulfill the program’s mission. Stay tuned for more updates on the impact of the program and the organizations we’re working with.

My team and I are so thrilled to reveal the new Panty Drop to you. You are the reason and inspiration that keeps us growing, evolving, and making an impact in the world. Thank you for your support!

PS: To celebrate, we’re giving away 1 year’s worth of panties. Enter our giveaway by June 30th.


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