<p>How do they make <keyword id="460" type="UNKNOWN" weightage="60" keywordseo="lingerie">lingerie</keyword> <keyword id="6404377" type="UNKNOWN" weightage="60" keywordseo="models">models</keyword> look amazing?</p>
<p>Business Insider slipped behind the scenes of a shoot for <a href="http://www.adoreme.com">AdoreMe</a>, a startup that has raised more than $8 million to rival Victoria's Secret. We interviewed the photographer, the founder, the makeup artist and the model about how they make women look so desireable. </p>
<p>Here's how the magic happens. </p>
<div style="display:none;" id="kalturavideoplaceholder">kalturavideoplaceholder</div>
<p><em>Produced by Daniel Goodman; Additional Photography by Justin Gmoser</em></p>

How They Make Lingerie Models Look So Good

<p><div class="image-container float_right"><div class="image"><img src="http://static2.businessinsider.com/image/521ca9236bb3f71d7b2ad432-912-684/women-shoes-shopping-8.jpg?maxX=480" border="0" alt="women shoes shopping" width="480" /><p class="source"><a href="http://www.flickr.com/photos/89338458@N00/2912437287/">Flickr / Sean Ganann</a></p></div></div>One-time shoppers, beware: There's a tactic being used by e-commerce companies that boosts their revenue by consistently charging your bank or credit account, even if you haven't purchased anything recently.</p>
<p>Startups like <a href="http://www.adoreme.com">AdoreMe</a>, a lingerie company that recently raised $8.5 million, and <a href="http://www.justfab.com">JustFab</a>, a fashion accessory sales startup that's raised more than $80 million, all offer VIP accounts.</p>
<p>At a glance, the VIP accounts look like a steal. Items cost much less than the normal listed price and there's no initial membership fee. <span style="font-size: 15px; line-height: 1.5em;">It isn't until you dig through the fine print – or notice strange charges on your credit card statements – that you notice something unexpected.</span></p>
<p class="p1">The VIP accounts are really just subscription services, sort of like Amazon Prime. The accounts give you free shipping, free exchanges for unwanted items, and discounts on several products. Memberships appear to be free at first, but the sites actually charge you about $40 (depending on the site) unless you buy something at least once a month or opt out of the service.</p>
<p class="p1">In <keyword id="1829615" type="UNKNOWN" weightage="60" keywordseo="JustFab">JustFab</keyword>'s case, it is next to impossible to make a purchase without signing up for a VIP account. JustFab heavily promotes its VIP account and buries the option to buy stuff at the normal price. We've scoured JustFab and can't find a way to buy stuff without the VIP account, but JustFab's CEO Adam Goldenberg says it's possible.</p>
<p class="p1"><span>For unintentional members, getting monthly charges refunded can be difficult or impossible. <keyword id="1739163" type="UNKNOWN" weightage="60" keywordseo="AdoreMe">AdoreMe</keyword> will return unwanted VIP subscription charges if a user catches them within 30 days. But it isn't easy to find out you're a VIP member until a credit card charge hits. AdoreMe's account pages show no sign of the VIP membership you've signed up for, even in your list of recent transactions. Other sites have a strict policy against returning subscription money.</span></p>
<p class="p1">You can't easily cancel your VIP account either. <span style="line-height: 1.5em;">You have to call customer service and complain, and there's no "unsubscribe" option on websites. Sometimes it takes multiple calls before an account is finally canceled.</span></p>
<p class="p1"><span style="font-size: 15px; line-height: 1.5em;">Morgan Hermand-Waiche, AdoreMe's CEO, admits there is industry confusion around subscription services. But he claims only 5% of his customers feel duped by his VIP service. </span></p>
<p class="p1">"By no means are we trying to catch people in subscription like JustFab does," Hermand-Waiche told Business Insider in an email. "We try our best to be as clear as we can and we explain both options at the check out. Sometimes, in the excitement of the purchase some customers don't really pay attention, but we are always A/B testing new ways of explaining to make sure most people understand it all."</p>
<p class="p1">A spokesperson for JustFab gave a similar response. "<span>We make it very clear during the </span><span class="il">JustFab</span><span> shopping experience and in many places on the site that if you choose to take advantage of the VIP membership prices, you are joining our VIP fashion service.  Generally, our members understand the program that they agree to upon making their first purchase as a VIP member."  </span></p>
<p>Hermand-Waiche says his team sends out multiple emails per month reminding members of their frequent need to take action or get charged. JustFab says it also sends reminders, and it flashes the VIP membership information multiple times before checkout. Both detail the programs in a "How It Works" section of their sites.</p>
<p>For one-time shoppers who don't realize what they've signed up for, VIP memberships are frustrating.</p>
<p class="p1"><span style="font-size: 15px; line-height: 1.5em;">One person describes his girlfriend's experience on JustFab in a <a href="https://news.ycombinator.com/item?id=4589349">HackerNews message board</a>, a popular forum for the tech community:</span></p>
<p class="p1" style="padding-left: 30px;"><span style="font-size: 15px; line-height: 1.5em;"></span><span style="font-size: 15px; line-height: 1.5em;">"Her friend emailed her a link to JustFab, then she bought a pair of shoes from </span><a href="http://www.justfab.com/"><span class="s1">www.justfab.com</span></a><span style="font-size: 15px; line-height: 1.5em;"> and never visited the website again. Only 8 months later, in early September, she was appalled to find out that her credit card has been charged a $39.95 fee for the last eight months. Yes, $39.95 for 8 months, without getting anything from JustFab."</span></p>
<p class="p1"><span style="font-size: 15px; line-height: 1.5em;">Another JustFab user says on a Consumer Affairs message board that she purchased one pair of shoes on the site, then later realized she had paid <a href="http://www.consumeraffairs.com/online/justfab.html">nearly $400 in monthly fees</a>:</span></p>
<p class="p1" style="padding-left: 30px;"><span style="font-size: 15px; line-height: 1.5em;">"This company is a scam. I</span><span style="font-size: 15px; line-height: 1.5em;">n order to make a purchase, I had to create a JustFab account. After making the purchase I was automatically signed up for VIP membership...</span><span style="font-size: 15px; line-height: 1.5em;">I was looking at my bank account activity and noticed they've been charging me every month even when I made a purchase. I called the manager and demanded a full refund for the 9 credit points, but received nothing." </span></p>
<p class="p1"><span style="font-size: 15px; line-height: 1.5em;">There have been similar experiences with AdoreMe. One angry customer wrote in July on <a href="http://www.sitejabber.com/reviews/www.adoreme.com">message board Site Jabber</a>:</span></p>
<p class="p1" style="padding-left: 30px;"><span style="font-size: 15px; line-height: 1.5em;"></span><span style="font-size: 15px; line-height: 1.5em;">"I ordered two sets and I loved this company until they tricked me into signing up for a dumb 'VIP' access which was just them taking out $40 a month out of my account without me actually ordering and buying ANYTHING. I've been trying to get my money back, (now they've stolen $140 out of my account)…I hate Adore Me."</span></p>
<p class="p1"><span style="font-size: 15px; line-height: 1.5em;">Most shoppers are unfamiliar with the subscription tactic, so it's easy to miss the warnings or fine print.</span></p>
<p class="p1"><span style="font-size: 15px; line-height: 1.5em;">Here are some ways the sites try to explain the service. Notice the monthly charges aren't stated up front.</span></p>
<h3 class="p1">JustFab:</h3>
<p class="p1"><div class="image-container"><div class="image"><img src="http://static3.businessinsider.com/image/521cbaffecad04a8143a6b91-761-345/screen%20shot%202013-08-27%20at%209.15.28%20am.png" border="0" alt="justfab" width="800" /><p class="source">JustFab</p><p class="caption">No monthly fee is listed until you scroll further down the "How JustFab Works" page.</p></div></div></p>
<h3 class="p1">AdoreMe:</h3>
<p class="p1"><div class="image-container"><div class="image"><img src="http://static3.businessinsider.com/image/521cbb416bb3f70a277c09f4-989-489/screen%20shot%202013-08-27%20at%209.38.05%20am.png" border="0" alt="adoreme" width="800" style="font-size: 15px; line-height: 1.5em;" /><p class="source">AdoreMe</p><p class="caption">AdoreMe at least offers a footnote about the monthly VIP charges, but it still isn't front and center. </p></div></div></p>
<h3 class="p1"><span>And another AdoreMe promotion at check out:</span></h3>
<p class="p1"><span><div class="image-container"><div class="image"><img src="http://static1.businessinsider.com/image/521cb152ecad0457782ad420-1066-428/screen%20shot%202013-08-27%20at%2010.00.27%20am.png" border="0" alt="adoreme vip" width="800" /><p class="source">AdoreMe</p><p class="caption">No monthly fee is mentioned here either.</p></div></div><br /></span></p>
<p class="p1"><span>JustFab, which has 15 million members, may have the most aggressive subscription service. If you aren't a VIP member, i</span>t's nearly impossible to find an "add to cart" button for an item. VIP prices also look like one-time sales, not a discount you'll pay for later.</p>
<p><div class="image-container full"><div class="image"><img src="http://static5.businessinsider.com/image/521caf7eeab8eae3512ad419-600-334/justfab2.jpg" border="0" alt="justfab vip" width="800" style="color: #222222; line-height: 22.5px;" /><p class="source">JustFab</p><p class="caption">JustFab's product page for someone who isn't a VIP member.</p></div></div></p>
<p class="p1">The membership service has benefitted JustFab, even if it has come at the expense of customers. CEO Goldenberg told Business Insider last week that most of JustFab's revenue comes from the subscription service. He expects his company will <a href="http://www.businessinsider.com/shoedazzle-merges-with-justfab-investors-not-thrilled-2013-8">generate $400 million in 2014.</a></p>
<p class="p1"><span style="color: #000000; font-size: 15px; line-height: 1.5em;">In the meantime, angry customers are getting louder on message boards. </span></p>
<p class="p1"><span style="color: #000000; font-size: 15px; line-height: 1.5em;"></span><span style="color: #000000; font-size: 15px; line-height: 1.5em;">"Good luck charging me, crooks! My bank is blocking all of your charges," one </span><a href="http://www.consumeraffairs.com/online/justfab.html">vents about JustFab</a><span style="color: #000000; font-size: 15px; line-height: 1.5em;">. "</span><span style="color: #000000; font-size: 15px; line-height: 1.5em;">Do not EVER sign up to this company!" writes another. "[It's] a complete scam!"</span><span style="color: #000000; font-size: 15px; line-height: 1.5em;"> </span></p>

There's A Shady Tactic Shopping Sites Use To Get Money From You Every Month, Even If You Don't Buy Anything

<p><div class="image-container" style="width:800px"><div class="image"><img src="http://static1.businessinsider.com/image/51dc182b6bb3f75876000014-1200-706/-2-84.jpg?maxX=800" border="0" alt="AdoreMe lingerie models" width="800" /><p class="source">Photo Credit: Joseph Greenbaum via <keyword id="1739163" type="UNKNOWN" weightage="60" keywordseo="AdoreMe">AdoreMe</keyword></p><p class="caption">AdoreMe founder Morgan Hermand-Maiche surrounded by his startup's lingerie models.</p></div></div></p>
<p><a href="http://www.adoreme.com">AdoreMe</a> is a fast-growing lingerie startup that has raised an $8.5 million Series B round of financing from Upfront Ventures, Mousse Partners and Redhills Ventures. And although the intimates and swim wear site looks just like <keyword id="5656" type="COMPANY" weightage="60" keywordseo="Victorias-Secret">Victoria's Secret</keyword>, it wasn't created by a woman.</p>
<p><keyword id="1739164" type="UNKNOWN" weightage="60" keywordseo="Morgan-Hermand-Waiche">Morgan Hermand-Waiche</keyword>'s family runs a fashion business in France. So when he was at Harvard Business School and recognized a pain point women face while lingerie shopping, it wasn't hard for him to create AdoreMe.</p>
<p>"I frequently heard friends and family complain about how there needed to be a better option for buying lingerie in the U.S.," Hermand-Waiche tells Business Insider. "People are so tired of high prices and slow-fashion from Victoria's Secret."</p>
<p>AdoreMe is a vertically-integrated e-commerce startup. It feels a lot like Victoria's Secret, down to the black and hot pink font, bikini shots on beaches, and perfectly sculpted models. But unlike Victoria's Secret, the prices are unbelievably cheap. A woman's first matching lingerie set is sold for $20 and $39.95 after that. Shipping is free in the U.S. although AdoreMe's products ship all over the world. A Victoria's Secret bra alone costs at least $40.</p>
<p>It's difficult to know if AdoreMe's low price point is sustainable but the fact that it's owning the supply chain and has no storefronts helps. Its lingerie is all unique to the site so it can't be bought elsewhere. AdoreMe works with suppliers and manufacturers which allows its staff to edit, alter and improve all of the pieces. It's also working on an in-house collection.</p>
<p>"I knew there was a huge opportunity in using ZARA’s fast fashion model and applying it to intimates," Hermand Waiche says. ZARA is a European brand that resembles H&amp;M, Express or Forever 21. Recently it has gained popularity in the States and it's known for being affordable and fashion-forward.</p>
<p>"By offering designer-crafted lingerie at an incredible price and with the convenience of online shipping we're quickly chipping away at Victoria's Secret's market share."</p>
<p>He says the company shipped 100,000 items before its first birthday. The company is less than two years old and investors are optimistic, even though other competitors in the startup space such as True &amp; Co already exist.</p>
<p>"When we saw the growth numbers combined with the quality of Adore Me’s products we knew we had found a category killer,” Upfront Ventures' founding partner Yves Sisteron says in a release.</p>
<p><div class="image-container click-to-enlarge"><div class="image"><a title_source="AdoreMe" title_caption="" class="zoomin" href="http://static3.businessinsider.com/image/51dc13376bb3f7886d000007-960/screen%20shot%202013-07-09%20at%209.41.29%20am.png"><span class="click-to-enlarge-icon" title="Click to enlarge"></span><img src="http://static3.businessinsider.com/image/51dc13376bb3f7886d000007-929-509/screen%20shot%202013-07-09%20at%209.41.29%20am.png" border="0" alt="adoreme" width="800" /></a><p class="source"><a href="http://www.adoreme.com">AdoreMe</a></p></div></div></p>

Man Raises $8.5 Million For Victoria's Secret Killer, AdoreMe, Which Sells Half-Price Lingerie

<p><span style="font-size: 15px; line-height: 1.5em;"><div class="image-container float_right"><div class="image"><img src="http://static1.businessinsider.com/image/5224dad0eab8ead6429c0f09-1200-924/victorias-secret-13.jpg?maxX=480" border="0" alt="victoria's secret" width="480" /><p class="source"><keyword id="5656" type="COMPANY" weightage="60" keywordseo="Victorias-Secret">Victoria's Secret</keyword> media relations</p></div></div>Victoria's Secret is facing a deluge of competition from <keyword id="460" type="UNKNOWN" weightage="60" keywordseo="lingerie">lingerie</keyword> start-ups who seek to challenge the brand.</span></p>
<p><span style="font-size: 15px; line-height: 1.5em;"><span>Brands like AdoreMe, Intimint, and True &amp; Co. are trying to seduce Victoria's Secret customers with lower prices and more tailored selections. </span></span></p>
<p><span style="font-size: 15px; line-height: 1.5em;">AdoreMe <a href="http://www.businessinsider.com/adoreme-raises-85-million-2013-7">offers</a> direct-to-consumer lingerie at about half of Victoria's Secret prices.</span></p>
<p><span style="font-size: 15px; line-height: 1.5em;">Intimint asks customers to take a quiz and sends them new lingerie selections every month, based on their preferences. True &amp; Co. sends women five bras a month, giving them the option of keeping what they like and sending back what they don't. </span></p>
<p><span style="font-size: 15px; line-height: 1.5em;">While these brands are consumer-friendly and creative, their business models ignore exactly what makes Victoria's Secret so successful. </span></p>
<p>In the '90's, Victoria's Secret used to focus on value. But the brand floundered because there was nothing to set it apart from other price-friendly brands like Hanes and Maidenform. </p>
<p>Victoria's Secret <a href="http://www.businessinsider.com/victorias-secret-is-the-top-brand-2013-1">didn't start dominating lingerie</a> until it stopped being cheap and began focusing on the customer experience. </p>
<p>Stores were redesigned with soft, pink wallpaper and inviting fitting rooms. Friendly, attractive associates were trained to greet customers and measure their bra sizes. </p>
<p>Women were willing to pay $50 for bras because the luxury experience made their lingerie purchases feel like investments. </p>
<p>This attention to customer service helped Victoria's Secret <a href="http://www.businessinsider.com/victorias-secret-fredericks-of-hollywood-2012-9">overtake competitors</a> like Frederick's of Hollywood and post record sales even during an economic downturn.</p>
<p>AdoreMe CEO Morgan <span style="font-size: 15px; line-height: 1.5em;">Hermand-Waiche <a href="http://www.businessinsider.com/adoreme-raises-85-million-2013-7">told Business Insider</a> that "people are so tired of high prices and slow-fashion from Victoria's Secret."</span></p>
<p>But Victoria's Secret's sales suggest differently: the <a href="http://seekingalpha.com/article/1651562-l-brands-management-discusses-q2-2013-results-earnings-call-transcript?page=2">brand recently reported</a> a 6% increase in the second quarter, on top of a 10% increase last year. That's among the best in the <keyword id="6354851" type="ORGANIZATION" weightage="100" keywordseo="Retail">retail</keyword> industry. </p>
<p>Women don't line up at Victoria's Secret because it's cheap or has an ever-changing assortment of merchandise. </p>
<p>They trust the brand and feel like a trip to a store is a treat. </p>
<p><span style="font-size: 15px; line-height: 1.5em;">Victoria's Secret offers an experience that e-commerce retailers simply can't compete with. </span></p>

Why The Lingerie Industry Can't Compete With Victoria's Secret 

<p></p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/57c7084509d2937a048b5618-749/rozalia%20bralette.jpg" alt="Adore Me bralette plus size" data-mce-source="AdoreMe"><p class="source"><span>AdoreMe</span></p></img></div><p></p></div></div>Lingerie startup Adore Me just launched a new&#xa0;weapon in the lingerie wars&#xa0;-&#xa0;plus-size bralettes.<p>Bralettes, of course, are those super trendy padding-free, wireless bras that pretty much all lingerie brands are selling these days.</p><p>But while <a href="http://www.bustle.com/articles/82557-7-plus-size-bralettes-in-lacy-black-that-will-keep-your-boobs-looking-sexy-and-feeling" target="_blank">plus-size bralettes do exist</a>, good ones can be tough to find.&#xa0;A<span>fter all, plus-size bras need&#xa0;to be carefully constructed to give adequate support.</span></p><p><span>"I<span>t's not possible to have a flimsy laced-triangle bralette in a J-Cup,"&#xa0;</span></span><span>C</span>ora Harrington, the lingerie expert behind the popular blog <a href="http://www.thelingerieaddict.com/" target="_blank">The Lingerie Addict</a>, <a href="http://www.businessinsider.com/the-real-reason-victorias-secret-doesnt-sell-plus-sizes-2016-3" target="_blank">told Business Insider earlier this year</a>.&#xa0;</p><p><span>Adore Me says that it has spent 10&#xa0;months developing the bras that</span> are lined with power mesh, have wide straps, and feature a&#xa0;lace design that helps provide necessary support. They go up to size 4XL.</p><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/57c7093f09d29323008b569f-749/parker%20bralette.jpg" alt="Adore Me bralette plus size" data-mce-source="Adore Me"><p class="source"><span>Adore Me</span></p></img></div><p></p></div></div><p>Adore Me's plus-size bralette is the latest&#xa0;thing the company is pushing to differentiate itself from the lingerie giant Victoria's Secret, which <a href="http://www.businessinsider.com/victorias-secret-plus-size-petitions-2015-2">doesn't sell plus-size lingerie</a>.&#xa0;</p><p>While Victoria's Secret's&#xa0;models are generally thin and sometimes <a href="http://www.businessinsider.com/victorias-secret-photoshopping-secrets-2016-7" target="_blank">Photoshopped</a>, Adore Me has highlighted its plus-size collection and its ads <a href="http://www.businessinsider.com/meet-iskra-lawrence-aerie-role-model-2015-8">feature curvy models</a>.</p><p><span><span>"We as</span><span>&#xa0;a brand are reinventing the approach to fashion," Adore Me's CEO Morgan Hermand-Waiche&#xa0;said to Business Insider in December. "We want to be the brand that stands for everyone, and everyone means every wallet, every style, and every size."</span></span></p><p><span><span><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://static-ssl.businessinsider.com/image/57c71ae6b996eb0e228b5594-749/olinda%20bralette.jpg" alt="Adore Me plus size Bralette" data-mce-source="Adore Me"><p class="source"><span>Adore Me</span></p></img></div><p></p></div></div></span></span></p><p><span>The plus-size industry is a <a href="https://www.bloomberg.com/gadfly/articles/2016-05-10/plus-size-could-save-retailers">multi-billion dollar opportunity</a> for retailers that's only getting bigger. Adore Me, which&#xa0;<span>has&#xa0;</span><a href="http://www.businessinsider.com/we-went-behind-the-scenes-at-adore-mes-photo-shoot-2015-8" target="_blank">explicitly said</a><span> it wants to "slay Victoria's Secret," is trying to take advantage of the growing market.&#xa0;</span></span></p><p><span></span><span>But the upstart lingerie brand is still just a&#xa0;blip on Victoria's Secret's radar. Victoria's Secret posted nearly $7.7 billion in total sales in fiscal 2015, while Adore Me's total revenue for 2015 was just $42.7 million.</span></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/iskra-lawrence-is-the-new-face-of-aerie-2016-4">This model was dropped from her agency for her size-now she's the face of Victoria's Secret's top competitor</a></h3>        <div>            <div>    <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script>    <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="NvZWh0MDE67HlaUOMDdVeAUNFERUV_45" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>    <script>    if (typeof RunFunctions === 'undefined') { var RunFunctions = []; }     RunFunctions.push(function()    {         var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', 'NvZWh0MDE67HlaUOMDdVeAUNFERUV_45',{ autoplay: 'false' });     });    </script>    <noscript><div>Please enable Javascript to watch this video</div></noscript></div>        </div>        <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script>    </div>

One of Victoria's Secret's main competitors just launched a new weapon in the lingerie wars

<div style="display:none;" id="kalturavideoplaceholder">kalturavideoplaceholder</div>
<p> </p>
<p>How do they make lingerie models look amazing?</p>
<p>Business Insider slipped behind the scenes of a shoot for <a href="http://www.adoreme.com">AdoreMe</a>, a startup to rival Victoria's Secret. We interviewed the photographer, the founder, the makeup artist and the model about how they make women look so desirable. </p>
<p>Here's how the magic happens. </p>
<p><em>Produced by Daniel Goodman; Additional Photography by Justin Gmoser. Originally published in September 2013.<br /></em></p>
<p><strong>Keep up with BI Video on <a href="http://www.youtube.com/user/businessinsider">YouTube</a> and <a href="https://twitter.com/BI_Video">Twitter</a>.</strong><em> <br /></em></p>

<p></p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5671e0b872f2c1c5008b63c2-944-708/adoreme_bts_101.jpg" alt="Adore Me" data-mce-source="Adore Me"><p class="source"><span>Adore Me</span></p></img></div><p></p></div></div>Lingerie startup Adore Me&#xa0;is massively successful, and it has grown tremendously over the past few years.<p>Its popularity has&#xa0;sent sales surging&#xa0;from $1.1 million in 2012 to $16.2 million in 2014, according to the company's data. <a href="http://www.inc.com/profile/adore-me" target="_blank">Inc.</a><span> named Adore Me its No. 2 <keyword id="6354851" type="ORGANIZATION" weightage="100" keywordseo="Retail">retail</keyword> company in 2015. At Business Insider, we've labeled it a firm that is a clear rival to Victoria's Secret, largely for including plus-size models in its repertoire. Business and brand development director Sharon Klapka said it was out to "slay" the Victoria's Secret.</span></p><p>Now,&#xa0;the company is facing backlash from its customers because of its subscription&#xa0;model that locks buyers into monthly payments with what consumers say is without clear&#xa0;disclosure of that fact. &#xa0;<br><br>At the<span><span>&#xa0;</span><a href="http://www.bbb.org/new-york-city/business-reviews/online-retailer/adore-me-inc-in-new-york-ny-136513" target="_blank">Better Business Bureau,</a>&#xa0;the company has an F rating and has racked up more than 560 complaints. The issue for many is that they were</span><span><span>&#xa0;billed a monthly subscription after ordering bras and panties from the site and had difficulty canceling or getting refunds.&#xa0;<br><br>This is&#xa0;because of a&#xa0;sales model that's&#xa0;used by&#xa0;a number of startup fashion companies. Adore Me signs its customers up to a monthly subscription, and they're billed automatically to their credit card whether they pick out clothes they want or not. The complaints about this range from the fact that it's not evident that they're being signed up, to the fact that cancelling out is an infuriating and difficult task.<br><br>The same kind of setup landed&#xa0;<span>Kate Hudson's athletic-wear company, Fabletics, and its parent company, JustFab, in&#xa0;</span><a href="http://www.buzzfeed.com/sapna/justfab-the-billion-dollar-startup-with-a-dark-past#.unKvQb19NM" target="_blank">hot water</a>&#xa0;<span>recently.&#xa0;</span></br></br></br></br></span></span>JustFab, which is also home to&#xa0;other fashion retailers, including the Kardashian-affiliated ShoeDazzle, operates on a membership basis as well.&#xa0;The company infamously makes canceling an arduous process.</br></br></p><p><span><span>Adore Me, however,&#xa0;says it is transparent about the membership model, and that it sends e-mail, SMS, and push notifications to remind customers that they need to shop or opt out each month. It also offers refunds to those who ask for them for the most recent month's bill. The company says it has made improvements to its website's design to make that refund request&#xa0;an easier process.<br><br>But there are some very obvious pitfalls in the customer's experience that&#xa0;make it easy to see where the complaints come from.&#xa0;<br><br /></br></br></br></span></span>Once a shopper is ready to purchase her lingerie, the&#xa0;website&#xa0;gives her the option to become a VIP member or to pay as she goes. Paying as you go&#xa0;makes the lingerie full price ($49.95) versus an alluring, much cheaper option&#xa0;- $24.95 for the first set.</p><p>However, the default mode is the VIP membership. Here's what a computer screen looks like - Pay As You Go is obvious, but many women likely want the $24.95 set - and perhaps they tell themselves that they'll cancel as soon as possible.&#xa0;</p><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5693da97e6183ef15b8b516f-1248-735/screen%20shot%202016-01-11%20at%2011.38.27%20am.png" alt="Adore Me Screenshot" data-mce-source="Adore Me"><p class="source"><span>Adore Me</span></p></img></div><p></p></div></div><p>The company clearly discloses the rules: it is, indeed, a membership. Members have the opportunity to "shop" or "skip" by the fifth of every month - otherwise they will be charged $39.95. <br><br>The company doesn't say upfront that members can cancel whenever, but it does say that it will remind consumers that they'll need to shop or skip to avoid getting charged.&#xa0;<br><br>But should&#xa0;these emails get passed over or get filtered out as a promotion (which they do in&#xa0;Google) &#xa0;- or get lost with the other emails the company sends - shoppers might be surprised to learn they've been charged $39.95. The emails are generally titled&#xa0;"your showroom is ready" or "about your showroom."</br></br></br></br></p><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5693ea81c08a809b088b8848-975-731/screen%20shot%202016-01-11%20at%2012.35.00%20pm.png" alt="adore me email" data-mce-source="Adore Me/Screenshot"><p class="source"><span>Adore Me/Screenshot</span></p></img></div><p></p></div></div><p>The reminder to skip is at the bottom of the&#xa0;emails.</p><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5693ea34c08a806f008b8865-617-290/screen%20shot%202016-01-11%20at%2012.35.16%20pm.png" alt="bottom of adore me email" data-mce-source="Adore Me/Screenshot"><p class="source"><span>Adore Me/Screenshot</span></p></img></div><p></p></div></div><p>CEO Morgan Hermand-Waiche told Business Insider that Adore Me really tries to let members know that it's nearing their time to shop or skip.</p><p>"Email is our first mean of communication with our customer and we have a strong CRM&#xa0;team that works on making sure that deliverability stays strong. Right now, our deliverability is&#xa0;at 99.9% and we make sure our database is clean and engaged - we never buy email lists and we&#xa0;only engage with Adore Me customers," he explained." On top of that, we also send SMS and push notifications to remind our customers to shop or&#xa0;skip the month - so even the 0.01% that don't get our emails because they are filtered as&#xa0;promotional or spam can get the reminder."&#xa0;</p><p>He also notes&#xa0;that consumers receive a pamphlet explaining how the VIP membership works with their first purchase, and that VIPs get ample perks - free shipping, $10 off, and a free sixth set of lingerie.</p><p>Once the fifth of month has passed, shoppers receive&#xa0;"store credit," permitting them to shop at Adore Me at any time.&#xa0;Adore Me offers refunds - but for only one month of credits. Should consumers unwittingly be charged month after month, they only can get one month's worth of funds back.</p><p>The remaining months credits can be used to shop, meaning not all is lost, but they expire in&#xa0;a year, <a href="http://haileetay.blogspot.com/2014/02/my-experience-adore-me.html">according to online reviews.</a>&#xa0;<br><br>None of this has mitigated the fury of consumers who want all of their money back and didn't want to be billed repeatedly in the first place. (Some consumers swear&#xa0;that they ended up with store credit and couldn't purchase anything - <a href="http://www.thelingerieaddict.com/2013/06/adore-me-lingerie-review.html#comment-2278697389" target="_blank">one commenter on The Lingerie Addict</a> alleges she was able to cancel her VIP membership but had $200 in credit, all of which disappeared upon cancellation.)</br></br></p><p>The credit and refund policy has some customers reeling. Many of the hundreds of complaints with the&#xa0;<a href="http://www.bbb.org/new-york-city/business-reviews/online-retailer/adore-me-inc-in-new-york-ny-136513" target="_blank">Better Business Bureau</a>&#xa0;allege that it's extremely difficult to get out of billing cycles and to get refunds.</p><p><div><blockquote class="twitter-tweet" lang="en"><p><a href="https://twitter.com/AdoreMe">@AdoreMe</a> <a href="https://twitter.com/hashtag/fraud?src=hash">#fraud</a> <a href="https://twitter.com/hashtag/scam?src=hash">#scam</a> <a href="https://twitter.com/hashtag/dontletyoucancel?src=hash">#dontletyoucancel</a> <a href="https://twitter.com/hashtag/neverusethem?src=hash">#neverusethem</a> <a href="http://t.co/XgDEUNuVul">pic.twitter.com/XgDEUNuVul</a></p>- Sole Reed  (@sole_reed) <a href="https://twitter.com/mims/statuses/560581736246280192">January 28, 2015</a></blockquote><script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script></div></p><p class="embed-spacer">Adore Me maintains that the c<span>ompany lets consumers </span><span>send an email requesting to unsubscribe</span><span>&#xa0;online through its online customer service porta</span><span>l - but there's no automatic unsubscribe option.&#xa0;This is&#xa0;one of the most frequent complaints.</span></p><p><span><span>And, despite the seemingly clear instructions,</span>&#xa0;consumers expressed how they felt duped into signing up for the VIP membership.</span></p><p><span>The most recent user review on the <a href="http://www.bbb.org/new-york-city/business-reviews/online-retailer/adore-me-inc-in-new-york-ny-136513/customer-reviews" target="_blank">Better Business Bureau</a> reads as follows:</span></p><p style="text-align: left; padding-left: 30px;"><span><span>"Buyer beware! This online retailer *********** offers lingerie at seemingly reduced costs by being a VIP member. What they don't make clear is that you must place orders for lingerie EVERY MONTH or you are charged $39.95. They store your cc information and don't allow you to delete it. To refute a charge and receive credit they make you jump through extensive hoops requiring you wait for refund to post then log back in and remove your VIP membership. Its never made entirely clear if unsubscribing means you won't be charged again. Whole experience has been terrible and I believe the advertising is misleading consumers about what it means to be a member. Caution to all those considering ordering from this online retailer, you may be signing your life away and not know it!"</span></span></p><p style="text-align: left;"><span>Adore Me has faced sharp criticism in the past, and has managed to grow its sales despite that. In 2013,&#xa0;&#xa0;Cora Harrington of <a href="http://www.thelingerieaddict.com/2013/06/adore-me-lingerie-review.html" target="_blank">The Lingerie Addict</a>&#xa0;alleged that&#xa0;the company's marketing of its "designer lingerie" was misleading because the company was only reselling products made by other manufacturers.&#xa0;<br><br>The company has<a href="Adore%20Me%20responds" target="_blank"> acknowledged </a>that it has "a few partners amongst some of the finest brands across the U.S. Asia and Europe" but that it also does design and make its own products.&#xa0;</br></br></span></p><p><span><span><div><blockquote class="twitter-tweet" lang="en"><p><a href="https://twitter.com/AdoreMe">@AdoreMe</a> as soon as your reps find out they actually have to research fraud, they hang up on the customer. <a href="https://twitter.com/hashtag/adoreme?src=hash">#adoreme</a> is awful!</p>- Wackymoe  (@wackymoe) <a href="https://twitter.com/mims/statuses/634487808489562112">August 20, 2015</a></blockquote><script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script></div></span></span></p><p class="embed-spacer">&#xa0;<span><span>Adore Me has grown and made improvements since many of these complaints first made waves.</span></span></p><p class="embed-spacer"><span><span>"We constantly listen to all of our customer's feedback and have a lot of back and forth to constantly improve and provide the best possible experience,"&#xa0;Hermand-Waiche explained. "For example, we recently added a One-Click Store Credit Refund button on the website so customers who didn't skip the month but didn't want to get store credit can refund themselves automatically without having to pick up the phone."</span></span></p><p><span>And Hermand-Waiche says it's extremely easy to cancel the membership, and within two to three business days members will receive a link to help them cancel, and that after 30 days, if customers call customer service, they&#xa0;could still get refunded.</span></p><p><span>He attests that the complaints pale in comparison to the&#xa0;positive reviews.</span></p><p><span>"Keep in mind that in 2015, Adore Me counted over 1 million purchases, which means that these 560 BBB complaints account for approximately 0.0005% of all transactions of the Adore Me website. Needless to say this is an extremely low level of dissatisfaction.</span>&#xa0;In fact, Adore Me has very high satisfaction levels on other sites," pointing to <a href="http://www.sitejabber.com/reviews/www.adoreme.com" target="_blank">Site Jabber</a>, <a href="https://itunes.apple.com/us/app/adore-me-shop-designer-lingerie/id661053119?mt=8" target="_blank">iTunes</a>, and <a href="http://www.resellerratings.com/store/Adore_Me" target="_blank">Reseller Ratings</a>.</p><p>There are still <a href="http://www.sitejabber.com/reviews/www.adoreme.com?rating=1" target="_blank">furious commenters </a>who say they have lost money and who had poor customer service experiences. <a href="http://www.sitejabber.com/reviews/www.adoreme.com#4563" target="_blank">Adore Me responds</a> to these irate customers, saying that&#xa0;it's&#xa0;"<span>totally unacceptable and we assure you that we are going to investigate this issue."</span></p><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/56814e2cc08a8017028b5184-1286-643/hcj_08_14_15_0044.jpg" alt="Adore Me shoot" data-mce-source="Hollis Johnson/Business Insider"><p class="source"><span>Hollis Johnson/Business Insider</span></p></img></div><p></p></div></div><p>Ultimately, Adore Me's problems shed light on the confusing nature of subscription services&#xa0;and the importance of&#xa0;ensuring customer service if someone is billed repeatedly.</p><p><span>"Any recurring billing scheme is problematic from a customer service standpoint unless you err on the side of the customer even when you may not be legally obligated to," Sucharita Mulpuru of consulting firm Forrester Research&#xa0;said to Business Insider in an email this past fall, at the time of the <a href="http://www.businessinsider.com/are-justfab-and-fabletics-scams-2015-9" target="_blank">Fabletics scandal</a>.&#xa0;<br><br>Certainly there's room for improvement on that front, not just at Adore Me.</br></br></span></p><p><span><span>"I think that the membership and subscription shipping concepts are extremely innovative and disruptive, and used by companies such as Amazon, Dollar Shave Club, Birchbox and Adore Me. But sometime there are shoppers who aren't familiar with subscription-based services and memberships and as a result are unsatisfied with their experience," Hermand-Waiche wrote to Business Insider.&#xa0;</span></span></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/chipotle-e-coli-outbreaks-spark-change-food-preparation-2015-12">Chipotle is changing the way it makes some of its food after all the E. coli outbreaks</a></h3>        <div>            <div>    <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script>    <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="JyeXlveTrD4FuIPZ_iz2McdP0j4lmFHg" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>    <script>    if (typeof RunFunctions === 'undefined') { var RunFunctions = []; }     RunFunctions.push(function()    {         var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', 'JyeXlveTrD4FuIPZ_iz2McdP0j4lmFHg',{ autoplay: 'false' });     });    </script>    <noscript><div>Please enable Javascript to watch this video</div></noscript></div>        </div>        <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script>    </div>

Furious customers are calling a hot lingerie start-up a 'scam' because of its sales model

<p><span style="line-height: 1.5em;"><div class="KonaFilter image-container float_right"><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5465165ceab8ea0860bb0842-1200-924/miranda-kerr-behati-prinsloo-victorias-secret.jpg?maxX=600" border="0" alt="miranda kerr behati prinsloo victoria's secret " width="600"><p class="source"><span>Reuters</span></p><p class="caption">Victoria's Secret models Behati Prinsloo (L) and Miranda Kerr (R) pose together at the introduction of the new "Fabulous" by Victoria's Secret collection at the company's flagship store in New York.</p></img></div><p></p></div>A former Victoria's Secret employee told us that workers at her Chicago-area store were trained to treat male customers differently from female ones. </span></p>
<p>"The general feeling about men is that they would buy anything in order to get out of the store as quickly as possible," the worker, who wished to remain anonymous, told us. "That means they would spend more money." </p>
<p><span style="line-height: 1.5em;">While workers tell women about promotions like 5 for $25 panties, they are more likely to sell men full-priced merchandise, the worker said. </span></p>
<p><span style="line-height: 1.5em;">"Women are more value-oriented, and so we were encouraged to show them deals," she said. "Men would buy a couple of $50 bras without questioning us because they felt awkward." </span></p>
<p>The competitive landscape in stores meant that associates would often fight over male customers. </p>
<p>Victoria's Secret managers use headsets to communicate with workers and encourage them to make sales goals. </p>
<p>"We would always be reminded of how much we needed to sell, and so when a man walked in, it felt like a lucky break," she said. </p>
<p><span>The founder of Victoria's Secret created the company as a place where men could buy lingerie for their wives without feeling awkward. </span></p>
<p><span>Today, the c</span><span style="font-size: 15px; line-height: 1.5em;">ompany controls a whopping </span><a href="http://www.forbes.com/sites/greatspeculations/2014/03/24/american-eagles-aerie-can-adopt-competitor-victorias-secrets-ways/">35% of the lingerie market</a><span style="font-size: 15px; line-height: 1.5em;"> - a remarkable feat for a specialty <keyword id="6354851" type="ORGANIZATION" weightage="100" keywordseo="Retail">retail</keyword> brand. </span></p>
<p>Several retailers - from teen powerhouse American Eagle, to start-ups like AdoreMe - have <a href="http://www.businessinsider.com/victorias-secret-will-beat-competition-2013-9">tried to compete</a> with the brand.</p>
<p>But no one has come close to the dominance of Victoria's Secret.  </p>
<p>A recent Business Insider survey <a href="http://www.businessinsider.com/the-best-places-for-women-to-shop-2014-11#best-lingerie-victorias-secret-54-7">found</a> that 54% of women prefer the brand to all others - much higher than any other retailer in the category. </p>

What Victoria's Secret Workers Think When Men Walk Into The Store

<p><div class="KonaFilter image-container display-table float_right click-to-enlarge"><div><div class="image on-image"><a title_source="Dimitrios Kambouris/Getty Images" title_caption="Granny panties are the new trend." class="zoomin" href="https://static-ssl.businessinsider.com/image/556881d369beddbf36a0e1b4-960/victorias-secret-fashion-show-2014-20.jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span><img src="https://static-ssl.businessinsider.com/image/556881d369beddbf36a0e1b4-1200-924/victorias-secret-fashion-show-2014-20.jpg" border="0" alt="Victoria's Secret Fashion Show 2014" /></a><p class="source"><span>Dimitrios Kambouris/Getty Images</span></p><p class="caption">Granny panties are the new trend.</p></div><p></p></div></div>A new trend in underwear could spell trouble for Victoria's Secret. </p><p>Women are increasingly abandoning thong underwear, choosing instead to buy briefs, or "granny panties," <a href="http://www.nytimes.com/2015/05/28/fashion/young-women-say-no-to-thongs.html?mabReward=CTM&amp;action=click&amp;pgtype=Homepage&amp;region=CColumn&amp;module=Recommendation&amp;src=rechp&amp;WT.nav=RecEngine&amp;_r=0">according to The New York Times</a>. </p><p>In the past year, sales of skimpy thongs fell 7%, while sales of <span>briefs, boy shorts and high-waist briefs grew 17%, according to NPD Group. </span></p><p>"Perhaps motivated by the same kind of contrarianism that helped elevate Birkenstocks and fanny packs, young women are embracing 'granny panties' - and not just for laundry day," <a href="http://www.nytimes.com/2015/05/28/fashion/young-women-say-no-to-thongs.html?mabReward=CTM&amp;action=click&amp;pgtype=Homepage&amp;region=CColumn&amp;module=Recommendation&amp;src=rechp&amp;WT.nav=RecEngine&amp;_r=0">the New York Times writes</a>, citing practical up-and-coming panty brands like <a href="http://www.tenundies.com/index.html">Ten Undies</a>. </p><p><span><span>Victoria's Secret has built a business around skimpy thong underwear and push-up bras. </span></span></p><p><span>But this approach might need to change soon. </span></p><p><span><span>"Most women just want something basic for every day that will make them look and feel good," lingerie designer <span>Greer Simpkins told The New York Times.</span></span></span></p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/55688275eab8eae523a0e1b5-874-857/screen shot 2015-05-29 at 11.14.21 am.png" border="0" alt="ten undies"><p class="source"><span><a href="http://www.tenundies.com/images/Products/Delon_0.Jpg">Ten Undies</a></span></p><p class="caption">Ten Undies sells briefs with a more covered look than Victoria's Secret. </p></img></div><p></p></div></div></p><p>Victoria's Secret's image is under pressure.</p><p>The brand currently controls 35% of the lingerie market and has posted quarter after quarter of same-store sales growth. </p><p>Several key Angels, including Karlie Kloss and Doutzen Kroes, <a href="http://www.businessinsider.com/doutzen-kroes-and-karlie-kloss-leaving-victorias-secret-2015-2">have left</a> the brand. Start-ups like AdoreMe <a href="http://www.businessinsider.com/adoreme-raises-85-million-2013-7">are poaching</a> top designers and offering similar products at cheaper prices.  </p><p>Plus-size customers <a href="http://www.businessinsider.com/victorias-secret-plus-size-petitions-2015-2">are petitioning</a> executives to offer larger sizes. And Lane Bryant <a href="http://www.businessinsider.com/lane-bryants-anti-victorias-secret-campaign-2015-4">took aim</a> at Victoria's Secret's models in a recent ad campaign.</p><p>"Like Abercrombie &amp; Fitch, Victoria's Secret is in real danger of losing its relevance amongst women as the brand is labeled sexist and stodgy," branding expert and University of Southern California professor Jeetendr Sehdev told Business Insider. </p><p>Abercrombie &amp; Fitch ruled the teen sector for years but lost its footing when it failed to adapt to fast-fashion competitors like H&amp;M and Forever 21. Abercrombie was also criticized for <a href="http://www.businessinsider.com/abercrombie-wants-thin-customers-2013-5">excluding</a> plus-size customers and minorities in its stores.</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/547e31a56da811015610debb-1200-800/459839776.jpg" border="0" alt="Victoria's Secret Fashion Show 2014"><p class="source"><span>Dimitrios Kambouris/Getty Images</span></p></img></div><p></p></div></div></p><p>"Victoria's Secret needs to stop hiding behind dazzle and dated '70s concepts such as 'Angels" and the 'Fantasy Bra,' and start having a real conversation with women," Sehdev said. </p><p>The brand famously hires 10 famous models to represent its brand as "Angels." It also spends millions of dollars on a televised fashion show, complete with diamond-encrusted bras and performances by Taylor Swift. </p><p>"The dazzling and over the top fantasy positioning is simply alienating to the modern day sophisticated and complex young woman," Sehdev said. </p><p>As consumers' opinions of beauty change, Victoria's Secret seems outdated. </p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/russian-models-pose-with-bear-2015-4">Two models in Russia just posed with a 1,400-pound bear</a></h3>        <div>            <div>    <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script>    <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="dobDNwdDrBMVZujpjC92M8SlR9FEI06Y" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>    <script>    if (typeof RunFunctions === 'undefined') { var RunFunctions = []; }     RunFunctions.push(function()    {         var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', 'dobDNwdDrBMVZujpjC92M8SlR9FEI06Y',{ autoplay: 'false' });     });    </script>    <noscript><div>Please enable Javascript to watch this video</div></noscript></div>        </div>        <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script>    </div>

Watch out, Victoria's Secret: women are abandoning sexy underwear

<p><div class="KonaFilter image-container display-table"><div><div class="image"><img src="https://static-ssl.businessinsider.com/image/52ab2474ecad047d483a73cd-1200-800/187960088-(1).jpg" border="0" alt="victoria's secret fashion show 2013"><p class="source"><span>Bryan Bedder/Getty Images</span></p></img></div><p></p></div></div>Victoria's Secret has become the only name that matters in lingerie. </p>
<p>The company controls a whopping <a href="http://www.forbes.com/sites/greatspeculations/2014/03/24/american-eagles-aerie-can-adopt-competitor-victorias-secrets-ways/">35% of the lingerie market</a> - a remarkable feat for a specialty <keyword id="6354851" type="ORGANIZATION" weightage="100" keywordseo="Retail">retail</keyword> brand. </p>
<p>Several retailers - from teen powerhouse American Eagle, to start-ups like AdoreMe -  have <a href="http://www.businessinsider.com/victorias-secret-will-beat-competition-2013-9">tried to compete</a> with the brand.</p>
<p>But no one has come close to the dominance of Victoria's Secret.  </p>
<p>The company has a calculated strategy for captivating the girls and women in America, said Danielle McCoy, vice president of equity research at Wunderlich Securities. </p>
<p>She shared the brand's formula for success against competitors. </p>
<p><span style="font-size: 15px; line-height: 1.5em;"><strong>1. Captivating female customers.</strong> </span></p>
<p><span style="font-size: 15px; line-height: 1.5em;">Much of Victoria's Secret's success has to do with the highly refined marketing strategy, McCoy told us. The brand's advertising team carefully selects models they believe female customers <a href="http://www.businessinsider.com/what-victorias-secret-hunts-for-in-models-2012-11">will relate</a> to. </span></p>
<p><span style="font-size: 15px; line-height: 1.5em;"><div class="KonaFilter image-container"><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/519105d5ecad04627000000e-604-605/screen%20shot%202013-05-13%20at%2011.24.27%20am.png" border="0" alt="Alessandra Ambrosio daughter mothers day instagram" width="800"><p class="source"><span><a href="http://instagram.com/p/ZOcJNEKbpi/">instagram.com/alecambrosio</a></span></p><p class="caption">Alessandra Ambrosio's image as a mother helps Victoria's Secret sell more lingerie.</p></img></div><p></p></div></span></p>
<p>For instance, longtime Angel Alessandra Ambrosio's image as a wife and mother helps the brand. Victoria's Secret reportedly declined to work with sexy model Kate Upton because she <a href="http://www.businessinsider.com/what-victorias-secret-hunts-for-in-models-2012-11">might be</a> threatening to female customers. </p>
<p>By striking the right balance between sexy and approachable, Victoria's Secret successfully achieved mass appeal.</p>
<p>Women are also more likely to be willing to pay full price for the goods.</p>
<p>"Let's face it, everyone wants to be a Victoria's Secret girl!" McCoy said. </p>
<p><div class="KonaFilter image-container display-table click-to-enlarge"><div><div class="image on-image"><a title_source="Michael Loccisano/Getty Images" title_caption="The Victoria's Secret Pink stores for teens are another example of the brand's lifestyle appeal." class="zoomin" href="https://static-ssl.businessinsider.com/image/53064c626bb3f7802916d23e-960/165267446 (1).jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span><img src="https://static-ssl.businessinsider.com/image/53064c626bb3f7802916d23e-1200-800/165267446 (1).jpg" border="0" alt="victoria's secret pink store" /></a><p class="source"><span>Michael Loccisano/Getty Images</span></p><p class="caption">The Victoria's Secret Pink stores for teens are another example of the brand's lifestyle appeal.</p></div><p></p></div></div></p>
<p><strong>2. Uniting stores with online.</strong></p>
<p>Victoria's Secret is using online data to make smart merchandizing decisions in stores. The company has been streamlining its store and online assortments to give customers what they want, McCoy said.</p>
<p>For instance, bras that are promoted in-stores are also displayed prominently on the website. </p>
<p>The company also noticed that activewear, swimsuits, and loungewear were performing well online, so executives are ramping up offerings of those items in stores. </p>
<p><div class="KonaFilter image-container display-table"><div><div class="image"><img src="https://static-ssl.businessinsider.com/image/5140a7236bb3f7de30000004-1200-1000/163565633.jpg" border="0" alt="Victoria's Secret swim collection"><p class="source"><span>Valerie Macon/Getty Images</span></p><p class="caption">The company has been using online data to make smart merchandising decisions in stores, such as with swimsuits.</p></img></div><p></p></div></div></p>
<p><strong>3. Paying attention to international markets. </strong></p>
<p>Overseas growth remains a huge growth opportunity for Victoria's Secret, McCoy tells us.</p>
<p>The company entered mainland China this year, which could potentially lead to a much larger expansion. </p>
<p>In recent years, Victoria's Secret has incorporated more Asian models into its catalogues and annual fashion shows. Many analysts <a href="http://www.theguardian.com/fashion/fashion-blog/2013/aug/22/liu-wen-joan-smalls-forbes-models">see this</a> as an attempt to connect with the emerging middle class in Asia. </p>
<p><div class="KonaFilter image-container display-table"><div><div class="image"><img src="https://static-ssl.businessinsider.com/image/528431f76bb3f7c608dda6fb-1200-924/victoria-secret-2013-dng-0085.jpg" border="0" alt="victoria's secret 2013"><p class="source"><span>Daniel Goodman for Business Insider </span></p></img></div><p></p></div></div><span style="font-size: 15px; line-height: 1.5em;"><br /></span></p>

How Victoria's Secret Will Continue To Crush The Competition

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/552c16846bb3f7ab4fbd511f-1200-924/victorias-secret-fashion-show-2014-18.jpg" border="0" alt="Victoria's Secret Fashion Show 2014"><p class="source"><span>Dimitrios Kambouris/Getty Images</span></p><p class="caption">The brand spends millions of dollars on an annual televised fashion show.</p></img></div><p></p></div></div>Victoria's Secret's image is under pressure.</p><p>The brand currently controls 35% of the lingerie market and has posted quarter after quarter of same-store sales growth. </p><p>But Victoria's Secret has recently fallen on hard times. </p><p>Several key Angels, including Karlie Kloss and Doutzen Kroes, <a href="http://www.businessinsider.com/doutzen-kroes-and-karlie-kloss-leaving-victorias-secret-2015-2">have left</a> the brand. Start-ups like AdoreMe <a href="http://www.businessinsider.com/adoreme-raises-85-million-2013-7">are poaching</a> top designers and offering similar products at cheaper prices.  </p><p>Plus-size customers <a href="http://www.businessinsider.com/victorias-secret-plus-size-petitions-2015-2">are petitioning</a> executives to offer larger sizes. And Lane Bryant <a href="http://www.businessinsider.com/lane-bryants-anti-victorias-secret-campaign-2015-4">took aim</a> at Victoria's Secret's models in a recent ad campaign.</p><p>"Like Abercrombie &amp; Fitch, Victoria's Secret is in real danger of losing its relevance amongst women as the brand is labeled sexist and stodgy," branding expert and University of Southern California professor Jeetendr Sehdev told Business Insider. </p><p>Abercrombie &amp; Fitch ruled the teen sector for years but lost its footing when it failed to adapt to fast-fashion competitors like H&amp;M and Forever 21. Abercrombie was also criticized for <a href="http://www.businessinsider.com/abercrombie-wants-thin-customers-2013-5">excluding</a> plus-size customers and minorities in its stores.</p><p>"Victoria's Secret needs to stop hiding behind dazzle and dated '70s concepts such as 'Angels" and the 'Fantasy Bra,' and start having a real conversation with women," Sehdev said. </p><p>The brand famously hires 10 famous models to represent its brand as "Angels." It also spends millions of dollars on a televised fashion show, complete with diamond-encrusted bras and performances by Taylor Swift. </p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/552c16d2ecad0448364eabf0-1200-924/taylor-swift-victoria-secret-5.jpg" border="0" alt="taylor swift victoria secret"><p class="source"><span>REUTERS/Lucas Jackson</span></p></img></div><p></p></div></div></p><p>"The dazzling and over the top fantasy positioning is simply alienating to the modern day sophisticated and complex young woman," Sehdev said. </p><p>As consumers' opinions of beauty change, Victoria's Secret seems outdated. </p><p>The brand faced widespread backlash <a href="http://www.businessinsider.com/victorias-secret-perfect-body-campaign-2014-10">for its "Perfect Body"</a> ad last year, which featured a row of stick-thin Angels dressed in lingerie. Customers complained that Victoria's Secret was promoting false stereotypes of beauty. </p><p>The company eventually apologized for the ad.</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5453a9c1ecad047519be023c-877-446/screen shot 2014-10-31 at 11.23.27 am.png" border="0" alt="Victoria's Secret under fire "><p class="source"><span><a href="https://www.victoriassecret.com/bras/body-by-victoria-collection">Victoria's Secret</a></span></p></img></div><p></p></div></div></p><p> </p><p>Consumers <a href="http://www.businessinsider.com/victorias-secret-perfect-body-campaign-2014-10">are also pressuring</a> Victoria's Secret to offer larger sizes. </p><p>The largest panty size it offers is XL, or equivalent to a size 16. The fashion industry defines plus-size clothing as sizes 12 to 24, though many retailers offer up to a size 28 to meet demand. </p><p>Bra sizes are inconsistent. Some styles are offered up to a D, while others go up to a DDD. </p><p>Still, many women feel they don't have a good selection at Victoria's Secret. </p><p>"My money and my credit are good enough for them, but the fact that I can only buy items like perfume, lotion, and body spray sends the message that my body is not," said Dana Drew, a California woman <a href="https://www.change.org/p/victoria-s-secret-a-body-for-every-body-prove-you-mean-it-victoria-s-secret?recruiter=190880026&amp;utm_source=share_petition&amp;utm_medium=facebook&amp;utm_campaign=share_facebook_responsive&amp;utm_term=des-lg-no_src-custom_msg">who launched a petition</a> against the brand. "Every year I watch the Angel fashion show and would love to purchase the items I see on my screen but can't because Victoria's Secret doesn't sell plus sizes."</p><div><div><div><div id="content"><div><div><p>Plus-size brand Lane Bryant <a href="http://www.businessinsider.com/lane-bryants-anti-victorias-secret-campaign-2015-4">took aim</a> at Victoria's Secret in a new lingerie campaign called "I'm no angel."</p><p>Lane Bryant's ads aim to "celebrate women of all shapes and sizes by redefining society's traditional notion of sexy with a powerful core message: ALL women are sexy," the company wrote in a news release.</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5523f983ecad042961fc827d-1192-826/screen shot 2015-04-07 at 11.35.40 am.png" border="0" alt="lane bryant ad "><p class="source"><span>Lane Bryant</span></p><p class="caption">The "I'm no Angel" campaign embraces women of all sizes.</p></img></div><p></p></div></div></p><p>The plus-size retailer's ads feature notable plus-size models and encouraged users to tweet photos with the hashtag #ImNoAngel.</p><p>Victoria's Secret should learn from the Lane Bryant ads, Sehdev said. </p><p>"The brutal social media backlash from the Lane Bryant campaign #ImNoAngel campaign can prove to be a valuable lesson for the brand: less spectacle and more sincerity towards your customers," he said. </p><p>Victoria's Secret needs a new marketing strategy to keep its customers. </p><p>"Women today have never felt stronger or sexier. They have single-handedly redefined sexy as a state of mind and not a specific dress size," Sehdev said. "Victoria's Secret needs to celebrate this new attitude to remain relevant."</p></div></div></div></div></div></div>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/charge-iphone-faster-apple-battery-life-2015-2">How to supercharge your iPhone in only 5 minutes</a></h3>        <div>            <div>    <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script>    <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="9hdGRuczob3nOr91AW6QS6gV7dw6BzKX" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>    <script>    if (typeof RunFunctions === 'undefined') { var RunFunctions = []; }     RunFunctions.push(function()    {         var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', '9hdGRuczob3nOr91AW6QS6gV7dw6BzKX',{ autoplay: 'false' });     });    </script>    <noscript><div>Please enable Javascript to watch this video</div></noscript></div>        </div>        <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script>    </div>

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