- Hollis Johnson/Business Insider
Watch out, Victoria’s Secret. There’s a new lingerie company in town.
Inc. notes that in three years, the company has grown a whopping 15,606%
In 2012, the company brought in $1.1 million. By 2013, the company brought in $5.6 million.
In 2014, it raked in $16.2 million. In an interview earlier this summer, Adore Me’s director of business and brand development, Sharon Klapka, told Business Insider she expects it to grow more – in fact, it’s on track to outsell lingerie mainstay La Perla.
And the retailer is specifically out to get Victoria’s Secret.
“We aim to slay Victoria’s Secret,” Klapka said.
“They are slow, they are expensive, they make women feel sidelined. It is about time that someone really revolutionized the space, and we’re doing it,” she said in the interview.
Victoria’s Secret may be the top dog in the lingerie industry for now, but here’s how Adore Me will threaten Victoria’s Secret.
1. By offering a wider selection of sizes
Adore Me’s sizes run the gamut – the ecommerce retailer sells sizes for the very petite (30A) and the very curvy (44G), thereby catering to all women. The brand prioritizes being inclusive.
“If you’re petite, if you’re plus [size] – why do you need to feel sidelined?” Klapka asked.
2. By using tech-inspired ways to gauge what audiences want
Adore Me told Business Insider it uses a lot of A/B testing to make sure its ads resonate with its audience.
Additionally, the brand used an online poll to figure out which corset it should sell last Valentine’s Day, New York Business Journal reports. The voting paid off; New York Business Journal notes the corset sold out in 13 days.
3. By advertising smartly
Adore Me’s director of marketing, Chloe 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 at what other big brands do on TV, we go more like, ‘What’s happening right now on Instagram, YouTube?'”
4. By being faster than its competitors
Adore Me told Business Insider it considers itself a fast-fashion retailer – but for lingerie, rather than traditional apparel. It’s no secret that fast fashion is a threat to traditional retailers.
Adore Me’s lingerie also comes at a more affordable price than Victoria’s Secret’s expensive undergarments – $39.95 for a monthly subscription. (A subscription guarantees members a box consisting of a bra and underwear.) Victoria’s Secret has begun to make efforts to adopt a fast-fashion model.
5. By taking one of Victoria’s Secret’s own
Klapka told Business Insider that Helen Mears – formerly of Victoria’s Secret – now works for Adore Me as head of design.