Adore Me: selling lingerie with digital style

Stephen Whiteside

This event report addresses how Adore Me, a digital-first challenger brand in the lingerie space, has aimed to build its brand.

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...

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