Underwear Fast Fashion Industry Introduces E-Commerce Mode

These mature women's garments have become a classic business case. If we introduce the concept of fast fashion to women's "a href=" //www.sjfzxm.com/news/ "underwear" /a area, it sounds like a hard nut to crack, but Harvard Business School Graduates and French Morgan Helmond Viche (Morgan Hermand Waiche) have already done what P has done in the past. "Zara" and "H&M".

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< p > Helmand's main underwear and a href= "//www.sjfzxm.com/news/index_c.asp" > swimsuit > /a > fast fashion business, Adore Me's investors, including Chanel Chanel's brand family investment fund Mousse Partners.

This has increased the bottom line of Helmand. After all, a new Internet underwear brand needs to be challenged by the Victoria s Secret, the most famous underwear brand in the world.

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< p > Why did Helmand launch such a challenge? How did Adore Me make use of the fast fashion mode to the underwear industry to dig out huge business opportunities? < /p >

< p > < strong > personalized order < /strong > < /p >

< p > except Herman, Fabrice Glenda (Fabrice Grinda) and Jose Marin (Jose Marin) are also the co founders of Adore Me. The former is the founder of Olx.com online classification website, while Ma Lin is the chief executive officer of De Remate.com.

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P Adore Me, originally founded in New York, was first established by sponsorship. At that time, Helmand was still studying at Harvard Business School. Its idea was to build it into a personalized online lingerie club to sell underwear with a target= "_blank" href= //www.sjfzxm.com/ "designer" /a at a reasonable price, and the newly added swimsuit.

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< p > "according to the style of everyone, we will individualize order mode, so that we can buy underwear to be fun without pressure."

Adore Me introduces himself on the official website.

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< p > what is the personalized ordering mode? Users can get free consultation and Adore to Me experts' attention after registration. After completing a series of questions about style preferences, style preferences and star preferences, the experts will create a personalized underwear exhibition hall for each member according to the user's answer.

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< p > the objects in the exhibition hall include bra, underwear, corset, < a href= "//www.sjfzxm.com", body sculpting underwear < /a > and socks, swimsuit and so on. If users do not like these combinations, they may choose not to choose some kinds of products.

Through the creation of the "personalized underwear exhibition hall" Adore Me since November 2011, it has achieved a monthly sales growth of nearly 50%.

Some experts even think that personalized subscription mode may become a hot e-commerce mode in the future.

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< p > as a vertically integrated electricity supplier, Adore Me has many similarities with Vitoria's secrets, such as black and bright fans, bikini on the beach and a hot model, but the difference is that its price is surprisingly cheap.

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< p > when consumers consume the first set of underwear on Adore Me, the price is only $20, and after that, the average price of each set (including the upper and lower two pieces) is 39.95 dollars.

Although the products are shipped to all parts of the world, they also offer free delivery and return services in the US.

By contrast, the secret of Vitoria is that only a single bra costs $40.

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< p > < strong > fast fashion mode < /strong > < /p >

P Adore Adore Me is not the first Internet startups to focus on women's underwear. Both Co and Brayola are competitors. The two companies focus on helping women find their favorite bra. They integrate existing underwear brands so that customers can find suitable ones for them.

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< p > but in Helmand, once a user knows his or her size for a particular brand, it will be difficult for these competitors to maintain consumers' purchase on their website.

Adore Me tends to offer cheaper prices.

Each set of underwear designed by a designer is manufactured and purchased by a family business in Helmand or elsewhere, at a price of $39.95.

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< p > but applying the fast fashion mode to the underwear industry, the advantage of price is not enough. The essence of fast fashion is to balance diversity, inventory and cycle from production to sale.

Adore Me has mastered these.

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< p > compared with Vitoria's secret, it only produces two series of underwear in one year. With the complete supply chain, the cycle of Adore Me from production to sale is very short, and every month, new products will be released from 30 to 40.

Relying on this advantage, Adore Me hopes to get a slice of the budget for women's daily underwear.

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Less than P, the foundation of fast fashion lies in diversity. But for underwear enterprises, unless they have a huge inventory budget, it is almost impossible to succeed in this mode.

Because for a fast fashion company, a T-shirt manufacturer only orders more than 500 orders, and each underwear contains 35 to 40 parts, so that the minimum number of underwear production is pulled up to 5000~10000.

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< p > Helmand indicated that Adore Me has been able to balance the relationship between diversity and inventory by engaging designers who are proficient in underwear manufacturing (Adore Me's secret from Vitoria and Wacoal-America and other big brands).

By prototyping products of different styles without having to buy too many different components, the company can diversify its products without increasing production substantially.

Through cooperation with suppliers and manufacturers, employees of Adore Me can modify and improve all products.

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< p > if the development mode of Adore Me is proved to be sustainable, it will have a subversive significance for the whole a href= "//www.sjfzxm.com" > underwear industry < /a >.

In Helmand's view, bringing the fast fashion represented by Zara into the underwear industry will create tremendous business opportunities.

Adore Me shipped more than 100 thousand shipments in one year.

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"P", "selling underwear with exquisite designs through cheap selling and convenient online shopping, we are gradually eroding the secret market share of Vitoria."

Helmand foreign media said.

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