Plus-size Models Sell More Lingerie, Especially Brunettes
March 20, 2015 by admin
Filed under Latest Lingerie News
Blondes may have more fun, but brunette plus-size models are selling more lingerie to the masses, according to data gathered by a New York City unmentionables startup.
New York City-based Adore Me launched its first national television campaign in January and ran three sets of commercials on Bravo, Lifetime and MTV with different ad order numbers to gauge which ads resonated best with customers, reported CNN Money.
The TV spots with plus-size brunette models quadrupled online sales when compared to ads featuring blondes, and not just from women buying plus-sized items, Adore Me founder Morgan Hermand-Waiche told CNN.
“There’s an overall mentality that you have to be super skinny,” said Hermand-Waiche. “We are showing that we offer lingerie for everyone.”
The testing has helped Adore Me in its growth, according to CNN Money, with revenue totaled $5.6 million in 2013.
“Brunettes overall sell better than blondes,” said Hermand-Waiche. “Our customers – and women in general – prefer brunettes when it comes to purchasing lingerie. It’s what we’ve seen.”
Plus-size models have been receiving more attention over the past year. Robyn Lawley, a size 12, was the first plus-size model to be featured in the Sports Illustrated Swimsuit issue in February, noted CNN.
Say hello to the newest member of the #SISwim family… @Robynlawley! http://t.co/e4j8eDRSpB pic.twitter.com/vaMy6kYMry
— SI Swimsuit (@SI_Swimsuit) February 5, 2015
The issue also had an ad featuring plus-size swimsuit model Ashley Graham for the swimwear brand swimsuitsforall, according to London’s Daily Mail.
“I know my curves are sexy and I want everyone else to know that theirs are too,” said Graham. “There is no reason to hide and every reason to flaunt. The world is ready for more curves in bikinis. Swimsuitsforall helps women feel confident and sexy in swimsuits and I am so thrilled to be a part of the Curves in Bikinis campaign.”
Related Stories:
- Ashley Graham: Plus-Size Bikini Model Makes Sports Illustrated History
- Candice Huffine: Plus-size Model Sees Changes for Curvy Women
