retail profiles // classy // adore me

Q&A with Morgan Hermand-Waiche, president


Ted Vayos, BODY: Describe your store.

Morgan Hermand-Waiche:
Adore Me is its own intimates brand, exclusively sold on www.adoreme.com. By circumventing traditional channels and engaging with customers directly through our website, Adore Me is able to provide higher-quality, better-looking lingerie at a fraction of the price. We’re also able provide a more extensive product mix in a variety of categories, including bras & panties, sleepwear, shapewear, legwear, corsets, and swimwear (during the summer months). Within these categories, we also have a wide range of styles so as to appeal to our customers’ very different tastes. From sweet lacy babydolls to more risqué plunging teddies, we have something special to fit your every mood.

Ted: What makes your online store special?

Morgan: Since we’re committed to convenience, we like to give our customers options. They can either buy a-la carte, paying our already-low prices for designer-crafted lingerie, or they can register for our VIP monthly membership.
The advantage of signing up as a member is the preferred VIP pricing and the benefit of a monthly customized showroom tailored to their tastes. The majority of our customers will opt for this option, as they love receiving the personalized emails. They can easily choose to skip a month without getting charged.

Ted: What do you look for in a brand?

Morgan: Adore Me only sells its own brand. Recently we have hired a new Head of Design, ex Victoria’s Secret Head of Design for all of Angels Group (their bestselling brand). She is currently designing 6 new collections, which will be launching in Spring / Summer 2014 and will exclusively be sold on adoreme.com. It has always been incredibly important for us to build a brand that people can trust and that consistently delivers great quality and design at a radically low price.

Ted: What are the latest trends?

Morgan: Our customers tend to be fashion-forward and appreciate our fast fashion approach to design. Strong prints and colors always do very well, especially during the summer months. Sexier silhouettes also sell well, both in bras and sleepwear, and corsets are customer favorites year-round.

Ted: Describe your price points and size ranges.

Morgan: The majority of our sets are priced at $39.99, meaning you get both the bra and the panty for that price. In terms of sizes, we carry the full range of sizes, from 30A to 42i in bra sizes and from S – XL, with a few of our popular corsets available up to 6XL.

Ted: What is your typical or
average customer size?

Morgan: Typical bra size is 34B and average bottom is a medium.

Ted: What does the average customer spend per visit to your store?

Morgan: Although the majority of our sets are priced at $39.99, most customers usually buy more than one at time, therefore increasing the average spend per visit to roughly $50.

Ted: Describe your customer.

Morgan: Our customer base is predominantly female, with roughly only 20% of our customers being male. Interestingly enough, as we introduce more and more designs the age of our customer base widens, but the majority of customers are 25-34 years old.

Ted: What else can you tell us about your business?

Morgan: Adore Me is 100% committed to providing designer-crafted, perfectly fitting styles at radical price points. However, we also stand out from competitors by:

• Providing the best shopping experience, hands down

• Offering Free Shipping & Returns

• We have an excellent customer care team and style experts available for those with fashion-related questions

• We take the time to curate our product offerings, constantly looking at trends and ensuring we have a well put together product mix

• We invest heavily in producing high quality images, working with world-renowned photographers and models, so as to create the best visual experience possible for our customers. Photographers include Antoine Verglas (has shot everyone from Angelina Jolie to Naomi Campbell), Jean-Philippe Piter, and Tony Duran.