When It Comes To The Lingerie You Choose, Dye Jobs Actually Matter More …
November 28, 2014 by admin
Filed under Latest Lingerie News
It’s a good thing Karlie Kloss dyed her hair from blonde to red this week, and not just because it looks great on her. The Victoria’s Secret Fashion Show is coming up soon, and apparently blondes don’t sell lingerie.
(Related: Karlie Kloss’ New Red Hair Proves Everyone Looks Sexier As A Redhead)
While I don’t think this will hurt Candice Swanepoel‘s career any — she already got to wear the $10 million, ruby-encrusted Fantasy Bra last year – according to FastCompany, a new lingerie start-up called Adore Me has been going through a pretty in-depth analytical process with its catalogue models, and it turns out customers just don’t respond very well to blondes.
Adore Me has been mixing up its images so different customers see different pictures, and then analyzing the sales patterns to see what models and poses the customers prefer. The company says the pictures make a huge difference when it comes to lingerie sales. A model posed with a hand on her hip, for example, does not produce nearly as many sales as the same model in the same lingerie posed with her hand by her head.
“Picture has a huge impact on sale when it comes to fashion,” said Adore Me CEO Hermand-Waiche. “You buy the product not only for what it looks like, but for the emotions that the product conveys to you and that you want to convey through he product.”
And customers reportedly play favorites with the models. If they see a bra on a model they like, they’re more likely to buy that bra than a similar bra, even if the other bra is on sale. But of all the models tested, the CEO says no blonde has sold well. Lingerie customers just seem to prefer brunettes across the board.
Click through to the Adore Me site and you’ll see a lot of brunettes playing with their hair–those things reportedly make us want to buy lingerie. While they can figure out what makes us want to buy things, they can’t use the same model in the same pose for every bra on the website. But that doesn’t mean they aren’t going to use the winning combination whenever they can.
Photo: Getty
