Victoria’s Secret dominates the lingerie market.
But an e-commerce retailer called Adore Me is trying to move in on Victoria’s Secret’s market share.
“We aim to slay Victoria’s Secret,” Adore Me’s director of business and brand development, Sharon Klapka, told Business Insider.
“They are slow, they are expensive, they make women feel sidelined. It is about time that someone really revolutionised the space, and we’re doing it,” she said.
We went behind the scenes at an Adore Me Photo shoot to see what the buzz is about and learn more about the company.
Chanudet told Business Insider that for its television commercials, Adore Me has been taking cues from YouTube to appeal to millennials. She mentioned the brand did an unboxing ad -- 'really inspired by YouTube,' she added. 'Instead of looking what other big brands do on TV, we go more like, 'what's happening right now on Instagram, YouTube?''
Adore Me launches a new collection every month at an affordable price -- $39.95 for a set of bra and panties.
Something that makes Adore Me unique is that it sells sizes between 30AA-44G, thereby catering to all women; inclusiveness is incredibly important to the the brand. 'If you're petite, if you're plus (size) -- why do you need to feel sidelined?' Klapka asked.
This model told us that before shoots, she watches what she eats, consumes a lot of fish, and skips alcohol.
A direct blow to Victoria's Secret? Klapka told Business Insider that former Victoria's Secret designer Helen Mears went over from the famous lingerie retailer to work for Adore Me.
The company is doing well -- revenue has been multiplying. In 2012, the company brought in $1.1 million. By 2013, the company brought in 2013: $5.6M. In 2014, it raked in $16.2M. Klapka told Business Insider she expects it to grow -- in fact, it's on track to outsell lingerie mainstay La Perla.
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