Adore Me lingerie company reveals its plus-size campaign star sold FOUR …
March 21, 2015 by admin
Filed under Latest Lingerie News
- Adore Me has revealed that its television ad featuring a plus size model generated more sales than the commercial starring a group of blondes
- The New York-based startup used A/B testing, in which consumers are shown different ads in order to measure their preferences
Erica Tempesta For Dailymail.com
23
View
comments
Bigger is better when it comes to selling bras because according to new market research, women are more likely to buy lingerie if it’s modeled by a plus-size woman over a thin blonde.
‘There’s an overall mentality that you have to be super skinny,’ the company’s founder Morgan Hermand-Waiche told CNN. ’We are showing that we offer lingerie for everyone.’
Scroll down for video
Betty versus Veronica: Online retailer Adore Me has revealed that new research shows that its television ad starring a plus size brunette sold more lingerie that its commercial featuring a group of blondes
The three-year-old start-up, which sells its lingerie and swimwear through monthly subscriptions, as well as one-off purchases, used a marketing strategy called A/B testing, in which consumers are shown different ads in order to measure what models, poses and settings increase the retailer’s sales.
When Adore Me debuted its first national television campaign last January, the company used the testing method for its three different commercials, which aired on channels such as Bravo, Lifetime and MTV.
One television ad featured a cast of all blonde models, another showcased all brunette models and the third starred one plus-size brunette.
After the company monitored online traffic and sales throughout the month, they came to the -perhaps surprising conclusion – that the 30-second commercial featuring the dark-haired plus-size model generated four times as many sales than the one featuring the blondes.
-
Alessandra Ambrosio poses topless as she wears nothing but… -
American Apparel starts airbrushing out pubic hair and…
Making sales: A curvy brunette can be seen modeling a pink lingerie set for one of the brand’s commercials
Foolproof method: The company’s founder Morgan Hermand-Waiche told CNN’s Rachel Crane that he relies on customer research to build his company’s website
Even better news for the thriving company is that the plus size clip only cost one-tenth of the other commercials’ production expenses to make.
The online retailer also learned that its female consumers preferred the commercial that left its models unretouched.
Adore Me didn’t do any digital retouching to the ad featuring multiple brunette models – and that commercial was the one that was favorited by consumers.
A/B testing is an important strategy for the company, which unveils a new collection every month.
Blondes don’t sell: Last year’s research showed that women are far more likely to buy lingerie online if it’s modeled on a brunette over a flaxen haired beauty
Coveted curves: This year’s data revealed that women prefer model to remain digitally untouched
Last year’s marketing research showed that women are far more likely to buy lingerie online if it’s modeled on a brunette over a blonde.
Keeping that information in mind, the company wasn’t surprised when its commercials featuring brunette models fared better than the ones that starred blondes during this year’s round of testing.
‘At the end of the day… it’s [our] customers who choose the model they like [and] the pose they like instead of us imposing on them,’ Mr Hermand-Waiche told CNN’s Rachel Crane.
‘Its really the customer who builds the [Adore Me] website based on what they prefer,’ he noted.
Share or comment on this article
-
MEAT the Piranhas! Ravenous fish have feeding frenzy -
Michelle Obama’s awkward meeting with Japan’s Emperor and… -
‘I’ll eat you for breakfast!’: War vet confronts ‘woman… -
Mob in Kabul kill woman for allegedly burning the Koran -
Watch this choreographer dance to Uptown Funk… on a… -
Whoa! Great white shark launches from water to steal man’s… -
Boy’s dangerous stunt 30 metres up before falling to death -
GRAPHIC: Locals refuse to help thief who set himself on fire -
Violent mum punches toddler in FACE after he drops burger -
ESA captures Europe’s solar eclipse seen from Proba-2 -
The moment Suge Knight collapses in court after bail hearing -
Adorable raccoon in a tree trunk delicately takes a treat
-
Florida cops hunt for naked female Spring Breaker who ‘may… -
EXCLUSIVE:How mother who had her baby ‘cut from the womb by… -
Raw grief: Paramedic shares heart-breaking picture of ER… -
Andrew Cuomo’s youngest daughter hospitalized after being… -
The height of etiquette: Michelle Obama towers over Japanese… -
Cop ‘posted shots of bourbon on Instagram before leaving… -
The photographs that are too upsetting to keep: Artist’s… -
Facelifts are favorite in California but more North… -
Ever think horror stories of piranhas were exaggerated? You… -
Massacred as they prayed at two mosques: ISIS claim… -
Heroic moment Waffle House diner confronts man who was… -
Boy, three, reported missing found dead ‘in obscure…
Comments (25)
Share what you think
-
Newest -
Oldest -
Best rated -
Worst rated
The comments below have not been moderated.
The views expressed in the contents above are those of our users and do not necessarily reflect the views of MailOnline.
Who is this week’s top commenter?
Find out now