The lingerie brand challenging Victoria’s Secret

Because its product range is so extensive, the site encourages shoppers to answer a seven-question style quiz and relevant sizing questions, to create their customized style profile. By doing so, Adore Me is able to generate a customized “showroom” for each shopper, which learns a customer’s preferences the more they browse and buy.

For frequent buyers, Adore Me also offers a VIP membership that gives shoppers a free bra and panty set every six orders, and $10 off each set. Members have to visit their personalized showroom between the 1st and 5th of each month to indicate whether they will make a purchase or pass; if they forget, they will be charged a $39.95 in the form of a store credit that can be used on future purchases.

This custom model has helped Adore Me not only attract but retain customers three and four years later, Hermand-Waiche said. It’s managed to do so all the while fighting against Victoria’s Secret’s extensive marketing budget and economies of scale, which enable it to produce high-quality products at a moderate price.

IBISWorld analyst Britanny Carter said Adore Me’s decision to operate exclusively on the web helped it level the playing field in terms of production costs. But running a brand online only also presents its challenges — including the all-important issue of fit.

“That’s one of the reasons why Victoria’s Secret is doing so well,” Carter said. “You can go and try on the items in person.”

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