Michellin: A lot of women wear bra sizes that don't fit.

Abstract: According to foreign media reports, Michellin (Michelle Lam) is the online underwear company Trueco, CEO (CEO). She thinks many women wear bra sizes that are inappropriate because they hate the embarrassment of buying a bra at a physical store.

According to foreign media reports, Michel Lin (Michelle Lam) is the chief Executive (CEO) of the online underwear company True&co. She argues that many women are not wearing the right bra sizes because they hate the embarrassing experience of buying a bra at a physical store. True&co's solution is an online quiz, and the results can tell women the correct bra size.

After the purchase, the customer will receive 5 pieces of bra, for the style of dislike, the user can return. True&co. Not only deputy blush and other niche brands, but also Calvin Klein such a well-known big name.

Michel Lin won a venture capital from a very famous American actress, but she declined to disclose the actress's name.

True&co, a 34-year-old Michel Lin, worked for Bain and Microsoft (Marketing strategy) last year. She has a strong belief in big data, and true&co the average number of women who wash their bras in the United States. The answers are unpleasant: they don't wash often or never, because they don't want the washing machine to ruin their bra.

The Business Insider website interviewed Michel Lin about how to use social media to drive sales. The summary of the interview is as follows:

Q: Why do we need another lingerie company? We already have Victoria's secret.

A: We sell bras online, and the difference is that after a two-minute fun quiz, customers can find their own bra on our website with no size or photos. The women of our generation only have "Victoria's Secret" in their eyes. They did great, but we were another great choice. The company is working well and gross margin is growing.

Q: Do you only sell online?

A: It's all on the Internet. We will ask customers a series of questions through the icon. We collect the customer's body type data and create a personal shopping center for them.

Q: How do you use social media to do marketing?

A: Mainly Facebook, we have 36,000 fans. Last June, when the site opened, it was only in December that Facebook was stationed. We're a start-up and we don't have a physical retail store.

Q: But no one wants to try it in the physical store to make sure it's the right size?

A: This is a very complicated process, and the numbers do not indicate what the problem is. Women are used to sitting half-naked in the fitting room for 2.5 hours. Try it again and find the right size. The whole process was controlled by shopkeepers who kept getting their bras in and the whole process was aggressive because the store and the customers stayed together. Customers tell us that they don't like being seen by others when they're half-naked in the fitting room. I am also a woman, experienced this process. When I started my company, I had 500 bras in my living room and had been inviting women to try on these bras and watch their reactions. They don't want to be seen. They don't want to try them on in front of others. They don't want to go to the store.

Q: But the first time to go to the physical store is necessary, isn't it? When a woman knows her size, the problem is solved.

A: No, the size of a woman's breasts changes over time. After having children, fattening and losing weight, the original bra may not be able to wear. A woman should determine the size once a year and change the bra two to three times a year.

Q: What kind of bra is worn by women most of the time?

A: Our clients are real women. No padded, very fit. They can wear it to work. Their wardrobe in the reality of the majority of underwear, fantasy only accounted for a minority. Men have more shorts than women. It takes a long time for a woman to change her bra. It's a good fit when bought, but spandex and cotton are ruined after a long period of wear and then washed in the washing machine. So American women are less likely to wash their bras.

Q: Really? I think women wash bras the same number of times as men wash their shorts, and wash them every time they wear them.

A: Most women don't wash their bras. The fibres decompose. In the past three years, 60% of women have not changed their bra, and I may be one of them.

Q: The answer doesn't seem to be what men are willing to hear.

A: We sell what women want to wear on special occasions. Women may have a different definition of what they wear only one or two times. We cater to women, not men. That underwear is not comfortable, or can not wear for a long time. I think underwear should have both comfortable and attractive features.