Bra retailer Bravissimo has appointed Shiny Red, Red's specialist digital and social media team, to lead its social media strategy and outreach.

The brand - which sells lingerie, swimwear, clothing and nightwear for D-KK cup women - wants to build deeper relationships with existing customers via its 7,000-strong Facebook group. It also plans to attract new shoppers through social networks and forge relationships with online influencers including fashion and mum bloggers.

Anna Prince, Bravissimo’s public relations manager, said: “Social media is increasingly important for us. Our customers use it to tell us and each other what they think of our clothes, and it’s feeding directly into sales too so we want to step up our activity. Bravissimo is all about making women with bigger boobs feel great about themselves, and the Shiny Red team showed they understood our brand.”

Helen Nowicka, Shiny Red MD, added: “Bravissimo has taken some very successful first steps in social media and understands the importance of having a dialogue with its audience. The time’s now right for the brand to build on what it’s achieved so we’ll be taking it into new social environments, while making sure we are fully aligned with wider PR and marketing.”