Adore Me: selling lingerie with digital style
Stephen WhitesideWarc
Morgan Hermand-Waiche, the Founder/CEO of Adore Me, has a clear mission for the digital-first challenger brand: "Competing with Victoria's Secret in selling underwear."
Since it began trading in late 2011, Adore Me – an ecommerce company which sells everything from lingerie and corsets to sleepwear on the web – has sought to stand out by:
- Drawing on the fast-fashion playbook pioneered by retailers like Zara and H&M, which requires constantly monitoring new trends and rapidly launching related products.
- Providing "VIP" customers with the chance to pay $39.95 per month to...