How Does Adore Me Challenge Victoria 'S Secret To Win?

Although there is a huge difference between the size of the Victoria s Secret and the Big Mac scale of $7 billion 200 million, the growth of 14 times in two years can not be underestimated.

Adore Me was named the fourteenth most noteworthy 5000 companies in the US magazine Inc., ranking second in the retail companies.

In the early summer of this year, Sharon Klapka, director of company business and brand development, said in an interview with us website Business Insider that the company's performance in 2015 will continue to maintain strong growth.

In fact, the performance of Adore Me is catching up with Italy's top luxury underwear La Perla.

Klapka is full of fighting spirit: "our goal is to surpass Victoria 's Secret.

Their product design is slow and expensive. Now is the time for us to completely reform the underwear market. "

Three years ago, Morgan Hermand-Maiche, the French handsome guy graduated from Harvard Business School (Adore), founded the Internet underwear brand Adore Me, claiming to challenge the underwear giant Victoria "s Secret".

Three years later, what is his pcript?

1.2012 year sales of $1 million 100 thousand

2.2013 year sales of $5 million 600 thousand

3.2014 year sales of $16 million 200 thousand

The website reporter summed up the five winning secrets of Adore Me challenging Victoria 's Secret:

1) provide a more comprehensive range of sizes.

Online retailers

Adore Me provides female consumers with various sizes: the smallest (30A) to the largest (44G).

2) use high-tech means to judge consumer demand.

A large number of A/B tests (webpage optimization, comparative analysis and testing) are used to ensure that TV viewers and brands resonate.

According to the New York business daily, the brand also conducted online poll to decide which kind of body jacket to wear on Valentine's day, which resulted in the sale of the selected body jacket in 13 days.

3) an ingenious advertising campaign.

Marketing Director Chloe Chanudet introduces the company through video social networking site YouTube publicity to attract millennial generation of young people. In addition, inspired by Youtube, they also used the "box open advertisement" (below), with the help of picture social application Instagram.

4) design updates faster than competitors.

Positioning itself in fast fashion brands such as Zara and H&M, but the underwear industry is different from the traditional clothing industry. The technology is complex, and the lowest order quantity is often up to 5 thousand to 10 thousand.

If we can quickly design and update our products, fast fashion will undoubtedly cause a fatal blow to traditional underwear retailers.

In addition, compared with the opponent

A good price, Adore Me, a set of underwear monthly price is $39.95 (the monthly order of the underwear includes a bra and underwear suit).

However, it is reported that Victoria s Secret has begun to catch up with the fast fashion sales mode.

5) know oneself and know others.

Victoria 's Secret former employee Helen Mears currently serves as the head of Adore Me design.