Posts Tagged ‘lingerie’


Do Plus Size models Sell more??

March 24th, 2015 4:28 pm


Attention shoppers! Adore me, a New-York based lingerie company has found that plus size brunette models are more likely to sell their underwear than slimmer and blonde models.

Consumer responses to the companies first national advertising TV spot in America in January this year produced some amazing results. The three different TV adverts featured one using blonde models, another brunette models and the third one a plus-size brunette model.  They then applied a common marketing strategy called A/B testing to these adverts. This is where consumers are shown different ads in order to measure their buying habits and preferences.

The result was that the plus-size brunette model generated four times as many sales as the advert featuring blonde models. But more than just the size of the model, they found that hair colour also influenced the sale of their product. They also found the ad that performed best overall featured multiple brunette models, none of whom had actually been photo shopped. All of this going against the normal images that the fashion industry transmit to the public.

“Brunettes overall sell better than blondes… Our customers — and women in general — prefer brunettes when it comes to purchasing lingerie. It’s what we’ve seen,”  said the founder of Adore me Hermand-Waiche. He continued to say “There’s an overall mentality that you have to be super skinny… We are showing that we offer lingerie for everyone. Unlike other leading lingerie brands, Adore Me believes every woman, at every dress size, deserves fashionable lingerie that makes her feel sexy, confident and beautiful. That’s why our styles range from sizes 30A-44G – a size range twice more inclusive than any of our competition.”

“We very proudly feature our stunning plus-size model in many of our campaigns, including our recent national TV ad campaign. We were happy to see that featuring a plus size model in an ad quadrupled sales. The amount and quality of traffic clearly showed that plus size models resonate with women of all sizes and boost sales across the board, and not just in the plus-size line.”

It would seem consumers are becoming a lot savvier, and appear to purchase when they can relate to the model shown in the desired product.  In this case, for the sales of lingerie bigger is better and brunettes may just actually have more fun (or sell more products at least.)




La Perla’s mannequin drama

May 15th, 2014 2:34 pm


The lingerie brand La Perla has caused a media storm this week, by displaying a mannequin with visible ribs in one of their New York stores. Twitter user Michael Rudoy shared the photo below with the brands twitter account captioned “How does La Perla, think visible ribs on a mannequin is OK?”

Several other people spoke up through various social media sites, labelling the brand “irresponsible”, “awful” and “gross”. A hashtag campaign #NotBuyingIt also started trending worldwide.

La Perla’s social media team were quick to respond, and said via a tweet that an internal investigation was underway. Yesterday the brand released a statement, also via Twitter, confirming the mannequin had been removed, “and will not be used again by any La Perla boutique. We are in the process of redesigning all La Perla stores with a new concept image and the mannequins that are currently displayed in our U.S. stores will no longer be used.”




Mannequins with More

August 20th, 2010 4:13 pm


The body of gorgeous plus size model Laura Wells has been used to create the lingerie mannequins for Australian deparment store Myer and David Jones. The mannequins are an Australian size 16 and a D cup and will promote the Berlei Curves lingerie range.

From the BGM Models Facebook page

This is exciting news. Surely it will be nice for women to see mannequins of a more realistic size in this particular store and hopefully in more stores to come.

It’s also exciting news for Anna Scholz as we plan to use Laura Wells for our upcoming photoshoot for the Spring-Summer 2011 collection! So you’ll be seeing lots more of Laura’s lovely curves.





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© Anne Kroul, 2013.