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About Kristy Chong

Founder of Modibodi, mother of three beautiful boys, wife to a super smart and caring man, avid runner and pilates participant. My most proud moments would have to be each of my son’s births and completing the Seattle marathon. Prior to Modibodi, I spent over 13 years working in public relations roles for a number of multinational organisations.

 

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Web: www.modibodi.com.au

Email: [email protected]

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About Modi Bodi

Modibodi is underwear that outperforms expectations. Using luxuriously soft performance fabrics to create stylishly comfortable designs and state-of-the-art fibre technology – Modifier Technology – to keep the wearer cool, dry and fresh from morning to night.

 

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Q & A with Kristy Chong, Modi Bodi

 

What’s the story behind your business?

While out running one day, irritated with my under-performing underpants, I began to question why women continued to put up with inferior underwear or using disposable liners to stay dry and fresh from those all too ‘real’ but unmentionable issues – spotting, leaks, moisture, sweat and odour. So I decided to rethink the basic notion that underwear was as good as it could be and looked at how I could make it better. How I could make underwear that was super comfortable to wear, underwear that is stylish to look at, and underwear that uses the latest in fibre technology to provide built in protection and freshness from morning to night. A line of underwear that empowers and liberates all women.

What was your first job?

My first job was working for the iconic brand McDonald’s that instilled in me a great sense of work ethic from a young age.

When you decided to start your own business, what was your big “why”?

Because I felt women deserved a ‘better’ line of underwear. Better for women – Modibodi underwear empowers the women of Australia by giving them access to underwear that gives them the freedom and confidence to choose a better way of life. Modibodi underwear directly changes the lives of disadvantaged women in Australia and surrounding countries. Through our partnership with Days For Girls Australia, our customers and Modibodi are directly improving the social conditions of women in need in our own country and surrounding countries such as Papua New Guinea. Better for our economy – Modibodi underwear is helping the economy of Australia as all our garments are made here by ethical manufacturers approved by the Textile Clothing and Footwear Union of Australia. Better for our environment – Modibodi underwear is saving the Australian environment by replacing the need for eco-damaging disposable panty liners and breast pads. Not only are these products environmentally hazardous because they contribute to landfill, but the chemicals used in them are thrown into our landfill after only 3-4 hours use. We estimate that the reduction in landfill could be somewhere between 50 to 150kg per woman.

What have you had to give up?

A well established corporate career in public relations and the security of a regular pay check. Other than that I can honestly say I have never been more driven and excited about going to work each day.

Your proudest achievement to date?

Probably the most important achievement has been the overwhelmingly positive customer feedback and the repeat sales, with some of my customers ordering up to 20 pairs. My customers are telling me that Modibodi™ really does work, they make her feel more confident and worry free, and they love the fact they don’t need to wear eco-damaging disposable liners. It is reassuring knowing that other women love the garments and want the same benefits as I did for them and for our environment. The next best achievement has been the establishment of the partnership with not for profit Days For Girls. This allows me to build on our brand ethos of improving the life of women by joining my customers to help improve the life of women in need. For every $100 purchase made, we will donate one pair of underpants to the Days For Girls Feminine Hygiene Kits, which help empower women in need.

What would you tell your younger self not to do?

I would say don’t worry so much about what everyone else is doing and to stop making comparisons. Though knowing me even if I was told that by an older version of myself, I doubt I would have been in the right frame of mind to take the advice on board. While I don’t like to be cliche, it is true that with age and experience, comes self-acceptance and for me the confidence to design an underwear label that believes your current underwear does not meet the needs of women and it’s time we had something better.

What is the best advice you’ve ever received?

“If you ain’t got repeat customers, you ain’t got a business.” While I am interested in growing the Modibodi customer base, I was told early on that if customers aren’t coming back to purchase more garments, then you have a serious problem. Thankfully at least 70% of my customers are making at least one repeat purchase.

What’s next for you and your business?

Modibodi are currently sold online at www.modibodi.com.au. This year we aim to partner with Stockists so that customers can start purchasing our garments in traditional retail stores. We are also investing in media awareness and brand exposure for Modibodi.

 

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