Every year before the holiday shopping commences, Victoria Secret holds their annual show to debut their collection. The beautiful girls of the show and a celebrity music guest are announced in hopes that the whole world will stop to view it. Now, Victoria Secret may be considered just a thing to watch of the past due to new up and comers. The changes are occurring because of like Third Love and Adore Me thrown into the mix that have subscriptions to purchase women’s lingerie. The days of purchasing a 40-dollar bra and 15 dollar underwear are coming to a halt. Sure, Adriana Lima, Kendall Jenner, and Gigi Hadid might be top influencers in the “Pink” department, but real women and different interests are starting to come to the forefront. Victoria Secret has been missing the mark for a while with its plus size market and the cost of its lingerie (Thomas, 2018).
Adore Me places advertising in their social media outlets such as Instagram, Facebook, and has plus size models. Women today are more interested in seeing “real women” in what they would like to purchase. Think back to the Dove Real Beauty Campaign, where beauty is defined as everyone versus the rail-thin models we are used to seeing in those Victoria Secret advertisements.
Another tool that the company was so successful in is its marketing where it made 100 million in 2017 through its idea of email, text messaging, and other forms of social media. The company divided its messaging customers through four different areas such as new customer, active, and had not made a purchase in a while (Milnes, Parisi, McDowell, 2017).
Adore Me has also stepped up with the subscription purchase that debits 34.95 out of your account and allows you to pick from items that you would like to purchase. If you do not use your credits, you are able to save it and have it credited to your account. In the future, there will be more Adore Me retail stores available to compete with the retail giant Victoria’s Secret and possibly even overtake it.
Milnes, H., Parisi, D., & McDowell, M. (2017, July 12). How Adore Me used AI to double its active customers. Retrieved from https://digiday.com/marketing/adore-used-ai-double-active-customers/
Thomas, L. (2018, June 13). These brands are benefiting from fumbles at Victoria’s Secret. Retrieved December 4, 2018, from https://www.cnbc.com/2018/06/13/victorias-secret-fumbles-open-the-door-for-thirdlove-adore-me.html
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