What makes Helmand a challenge?

Zara, h&m These mature women's fast fashion operation has become a classic business case, if the fast fashion concept into the field of women underwear? It sounds like a tough bone, but Harvard Business School graduate, French Morgan Hermand Vil Beecher (Morgan Hermand Waiche) has made a difference.

--adore, a fast-fashion electric dealer for underwear and swimwear, created by Helmand, includes the Chanel Chanel family investment fund mousse. This adds to the clout of Helmand, after all, a new Internet lingerie brand to challenge the world's most famous underwear brand-Victoria's Secret (Victoria ' s Secret) still needs a lot of support.

What does Helmand do to launch such a challenge? Adore me how to apply the fast fashion mode to the underwear field to excavate the huge business opportunity?

Personalized Subscription

In addition to Helmand, Fabris Granda (Fabrice grinda) and Hose Malin (Jose Marin) are co-founder of Adore Me, the former founder of the online classification website olx.com, and Marin is the chief executive of De Remate.com.

The Adore me, headquartered in New York, was originally founded by sponsorship, while Helmand also studied at Harvard Business School, his idea being to build it into a personalized online underwear club, selling designer-designed underwear at a reasonable price, and a new swimsuit later.

"According to everyone's style, we personalize the order, making it fun to buy underwear without any pressure". Official online adore me to introduce myself.

What is a personalized subscription mode? Users can get adore me after the registration of free advice and one-on-one expert attention, users in the completion of a series of questions about style preferences, style preferences and star preferences of the choice, experts will be based on the user's answer for each member to create a user preferences, monthly customized " Personalized Underwear showroom.

The items in the showroom include bras, underwear, corset, body underwear and socks, swimwear and so on, if the user does not like these combinations, you can choose not to select a number of product categories. Through the "Personalized underwear showroom" Adore me has achieved monthly sales growth of nearly 50% since its inception in November 2011. Even some experts believe that the personalized subscription model may become a popular e-business model in the future.

As a vertically integrated electric dealer, Adore me has a lot in common with Victoria's secrets, such as black and bright fan fonts, bikini shots on the beach, and hot models, but the difference is that the price is surprisingly cheap.

When consumers spend their first underwear on Adore me, the price is only 20 dollars, and thereafter each set (including the top and bottom two items) is priced at $39.95. Although the product is shipped to all parts of the world, it also implements free shipping and return services in the United States. Victoria's Secret, by contrast, would cost 40 of dollars only for a single bra.

Fast fashion mode

Of course adore me isn't the first Internet startup to focus on lingerie, True&co and Brayola are rivals, unlike the two companies that focus on helping women find their favorite bra, which brings together existing lingerie brands, So that customers look for their own.

But in Helmand's view, once users know their size for a particular brand, it will be hard for them to keep consumers from buying goods on their websites. Adore me tends to offer cheap prices. Each designer underwear is manufactured and procured by the family business in Helmand or elsewhere, selling at a price of 39.95 dollars.

But the fast fashion model applied to the underwear field, only the price advantage is not enough, fast fashion is the essence of balance of diversity, inventory and from production to sales cycle. Adore me is the master of these.

Compared to Victoria's secret one year only produces two series of underwear, with a complete supply chain, Adore me from production to sales cycle is very short, each month will be a new 30 to 40 pieces of fresh products. Relying on this advantage, Adore me hopes to get a slice of the women's daily underwear budget.

The cornerstone of fast fashion is diversity, but for lingerie companies, it is almost impossible to succeed in this model unless they have a huge inventory budget. Because for the general fast fashion company, a T-shirt processors only receive more than 500 orders, and each underwear contains 35 to 40 parts, so that the minimum number of underwear production parts are pulled up to 5000~10000 pieces.

Helmand says the Adore me has been able to balance the relationship between diversity and inventory by hiring designers who are proficient in lingerie manufacturing (Adore me from Victorian secrets and big brands like Wacoal-america). By using a prototype to make a product of different styles without having to buy too many different components, the company has diversified its products without significantly increasing its output. By working with suppliers and manufacturers, Adore me employees can modify and refine all of their products.

If the development model of Adore me proves to be sustainable, it will have a subversive significance for the entire underwear industry. In Helmand's view, bringing the fast fashion that Zara represents into the underwear field will create huge business opportunities. And adore me shipments are also in the establishment of more than 100,000 pieces within a year.

"We are already eroding Victoria's secret market share by selling beautifully designed underwear through low-priced sales and convenient online shopping." "said the Helmand foreign media.