By selling Bra as geeky, the company built a mathematical model for Bra and increased sales 39 times in three years

All women – regardless of breast size or shape – should have the opportunity to purchase high-quality lingerie at an affordable price.

Adore Me founder Hermand Waiche

How did the Bra startup, which sells more than 200 million cups a year, increase its sales 39 times in three years?

Hermand-waiche, a Frenchman, had always wanted to start a company in the U.S. After graduating, he worked for McKinsey for three years, exposed himself to a variety of industries and companies, and realized the lingerie business could be big. After studying at Harvard Business School, I started Adore Me in 2011.

When I was studying MBA in Harvard Business School, ONE day I wanted to buy a Bra for my girlfriend when I was looking for a gift. (French friends are still very romantic, romantic and practical.) It must be Victoria’s secret, but in those days, I was studying and poor. What should I do if I can’t afford a gift of good quality? Eating instant noodles for a month to save up for the goddess? It’s not cool.

Hermand-Waiche wondered if there could be an affordable alternative, which was the inspiration behind Adore Me. Adore Me sells Bra with a combination of price, quality and beauty, which is Waiche’s multi-billion-dollar fast fashion business from the beginning.

When it comes to Bra, Victoria’s Secret definitely comes to mind, as it controls 62% of the lingerie market. Big MAC, it’s hard to upset. Waiche and Adore Me don’t think so: “Victoria’s Secret’s quality is average, and it sells at a very high price for quality. Adore Me came out to disrupt the entire lingerie industry.”

How to compete with Victoria’s Secret, Adore Me thought. Adore Me provides consumers with personalized online shopping and unique consumption experience. Not only focusing on the mainstream population, Adore Me can serve users from all over the world through the Internet, thus challenging those flagship brands. Fed up with Victoria’s Secret’s incomplete sizes and high prices, try Adore Me, which offers fast fashion lingerie products for half the price.

Victoria’s Secret has catered to women with a certain look and breast size, “really giving up a lot of women on products.” Adore Me’s products can meet the needs of women of different breast sizes, offering a complete range of underwear sizes, from 30A to 46G.

Adore Me why so Diao, sell Bra so well

Adore Me, with a fancy name. Yes, it’s a “tech company” that sells Bra. Selling Bra has nothing to do with technology. I’m telling you, they have a very technical way of selling Bra.

To visit Adore Me for the first time, answer some questions about your favorite bra style, size, color and age.

All like

All want to

Is it really 46G in size?

Once you’ve answered these questions, you’ll need to fill in your email address to register and Adore Me will create an online private closet with all the styles that Adore Me bra experts recommend for you based on your answers, including panties, tight bras, silk stockings and swimsuits.

Yeah, it’s Adore Me. It’s tech.

Adore Me recommends the lingerie once a month, and the lingerie costs $39.95 without shipping, and is made by the Hermand-Waiche family of businesses with a certain quality guarantee. Of course, if you don’t want to buy one month, you don’t have to, and if you buy five, you’ll get one free. To buy! To buy! To buy!

From 2012 to now, Adore Me’s annual sales are 1.1 million, 5.6 million, 16.2 million and 43 million dollars respectively. In three years, sales have increased 39 times, which is mind-boggling.

How did Adore Me achieve such brilliant results? I don’t believe that we can achieve 39 times growth in 3 years if we just use these routines of cost performance, full size and Internet thinking. These routines can achieve short-term growth, but to maintain long-term growth for 3 years will inevitably fall into a growth bottleneck. Actually, Adore Me has yet to come across one.

Indeed, Adore Me’s “Bra selling black technology” is indispensable behind this blinding sales report.

Decrypt the black technology behind Adore Me

Adore Me founder Morgan Hermand-Waiche studied math and computer science in college. He’s a real tech guy, and says, “Sell Bra geekly!”

In the middle is the founder of this sexy company. Yes, this is a Geek, a role model for my science guy. Please take your knees. Hermand-Waiche need more assistants?

Adore Me Builds’ Mathematical Model behind Bra ‘with A/B Tests

Yes, A/B testing is the dark tech that Adore Me achieved 39 times growth in 3 years. In fact, most e-commerce companies in the US do A/B testing, but I’ve never seen any e-commerce as obsessed with A/B testing as Adore Me, and I’ve never seen A company make A/B testing so sexy.

For e-commerce, if a product does not sell well, everyone will think of changing the picture of the product, but no company can do so like Adore Me. Adore Me does A/B testing every day. For every 1000 customers on the website, one part will see picture A and the other part will see picture B. Doing A/B testing is as easy as comparing left and right hands. Through long-term accumulation of A/B testing, Adore Me has built A treasure house of what kind of pictures can bring growth and what kind of pictures can’t, which is the mathematical model behind their exploration of Bra sales.

Make A/B testing sexy to the extreme, sales naturally increase

The lingerie company uses the sexiest photos as A/B test to boost purchase rates. At Adore Me, 30-40 new pictures are taken every day for the following A/B testing. For every Bra and lingerie set, there must be enough options to test, and every month, the Bra that didn’t sell well will be re-photographed.

“We were able to see the results of each image being tested in parallel,” Hermand-Waiche says. The location, the chilly Metropolitan building, is heated by the heat released by the floor heating. Nearly nude sexy models walk gracefully by in high heels, and makeup artists are ready to touch up their makeup. The photographer, a man who works with these beautiful models every day, knows what Angle, how to aperture, where to stand and in what pose to get a good shot. Models look slimmer by placing their hands on their hips, rather than resting them on their hair. These slight variations, according to Adore Me’s mathematical model, could double sales.

Of course, no image is exactly the same, and Hermand-Waiche gives the photographer and his assistants some creative freedom. Adore Me also wanted to keep some room for experimentation, as new poses could emerge from an artist’s eyes that could lead to better sales.

When it comes to fashion, Hermand-Waiche believes images can have a huge impact on sales, especially in e-commerce, where buyers base their purchase decisions on the information they convey. This is especially true for lingerie sales, where “you buy not only because of the style of the Bra, but also because of the emotion that the product conveys to you, and the emotion that you want to convey through the Bra.”

The same Bra, with the model in a different pose, can increase sales by several percent. Popular models can sell the same clothes for a higher price. The right model is more important than the price factor. For the same lace Bra, customers are more likely to buy it if they wear the model they like. If they do not like that model, they will not buy it even if the price is reduced by $10.

“Good job. Get the boobs moving. That’ll make it look better.” An assistant’s voice rang out from the set.

After four years of maximizing sales through A/B testing, Adore Me has caught up with competitors like La Perla, and Hermand-Waiche plans to take A bite out of Victoria’s Secret’s pie.

Whether Hermand-Waiche achieves his “mission to stir up the lingerie industry” or not, he will be my hero. He’s the one who makes A/B testing so sexy; It was him that made Me addicted to Adore Me website at work (after all, beautiful women are always pleasing to the eye), so that my colleagues who passed by Me would ask curiously “what are you looking at” and then say “Cut” with disdain. And I can honestly tell them, “Dude, this is work.”

I know, they will open http://www.adoreme.com when they go home, and say to their daughter-in-law: This is our research object, the Bra of the United States, you come quickly, we study how they do A/B test. I’ll customize one for you later. The black lace one is good. What do you think?

The article ends with hermand-Waiche’s hope that all women, regardless of the size or shape of their breasts, should have access to affordable, high-quality lingerie.

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