Zara, H&M these mature women's clothing has become a classic business case. How to introduce the concept of fast fashion to women's underwear? It sounds like a hard nut to crack. But Harvard Business School Graduates and French H&M Morgan Hermand have already acted.

The fast fashion supplier of underwear and swimwear, founded by Helmand, is the investor of Adore Me, including Chanel (Chanel) brand family investment fund Mousse Partners. This has increased the bottom line of Helmand. After all, a new Internet underwear brand needs to be challenged to challenge the world's most famous underwear brand, the Victoria s Secret in Vitoria.

Why did Helmand launch such a challenge? How did Adore Me apply the fast fashion mode to the underwear industry to dig out huge business opportunities?

　 Personalized order

In addition to Herman, Fabrice Glenda (Fabrice Grinda) and Jose Marin (Jose Marin) are co-founder of Adore Me, the former founder of Olx.com, the chief executive officer of De Remate.com.

New York based Adore Me was first established by sponsorship. At that time, Helmand was still studying at Harvard Business School. His idea was to build it into a personalized online lingerie club and sell it at a reasonable price. Designer Designed underwear, and later added swimsuits.

"According to the style of everyone, we will personalize order patterns, so that we can buy underwear to be fun without pressure." Adore Me introduces himself on the official website.

What is the personalized ordering mode? Users can get free consultation and Adore to Me experts' attention after registration. After completing a series of questions about style preferences, style preferences and star preferences, users will create personalized underwear exhibition hall for users according to the user's answers.

The items in the exhibition hall include bra, underwear, corset, underwear, socks, swimsuits, etc. if users do not like these combinations, they may choose not to choose some kinds of products. Through the creation of the "personalized underwear exhibition hall" Adore Me since November 2011, it has achieved a monthly sales growth of nearly 50%. Some experts even think that personalized subscription mode may become a hot e-commerce mode in the future.

As a vertically integrated business, Adore Me has many similarities with Vitoria's secrets, such as black and bright fans, bikini on the beach and a hot model, but the difference is that its price is surprisingly cheap.

When consumers consume the first set of underwear on Adore Me, the price is only $20, and after that, the average price of each set (including the top two items) is 39.95 dollars. Although the products are shipped to all parts of the world, they also offer free delivery and return services in the US. By contrast, the secret of Vitoria is that only a single bra costs $40.

　 Fast fashion mode

Of course, Adore Me is not the first Internet startups to focus on women's underwear. True&Co and Brayola are the competitors they face. The difference is that these two companies focus on helping women find their favorite bra. They assemble the existing underwear brands so that customers can find suitable ones for them.

But in Helmand, once a user knows his or her size for a particular brand, it will be hard for these competitors to keep consumers buying goods on their own websites. Adore Me tends to offer cheaper prices. Each set of underwear designed by a designer is manufactured and purchased by a family business in Helmand or elsewhere, at a price of $39.95.

But it is not enough to apply the fast fashion mode to the underwear industry. Only the advantage of price is not enough. The essence of fast fashion lies in the balance of diversity, inventory and the cycle from production to sale. Adore Me has mastered these.

Compared to the secret of Vitoria, it only produces two series of underwear a year. With the complete supply chain, Adore Me has a very short cycle from production to sales, and every month it will launch 30 to 40 new products. Relying on this advantage, Adore Me hopes to get a slice of the budget for women's daily underwear.

The foundation of fast fashion lies in diversity, but for underwear enterprises, unless they have a huge inventory budget, it is almost impossible to achieve success in this mode. Because for a fast fashion company, a T-shirt manufacturer only orders more than 500 orders, and each underwear contains 35 to 40 parts, so that the minimum number of underwear production is pulled up to 5000~10000.

Helmand says that by inviting designers who are proficient in underwear manufacturing (Adore Me's secret from Vitoria and Wacoal-America and other big brands), Adore Me has been able to balance the relationship between diversity and inventory. By prototyping products of different styles without having to buy too many different components, the company can diversify its products without increasing production substantially. Through cooperation with suppliers and manufacturers, employees of Adore Me can modify and improve all products.

If the development mode of Adore Me is proved to be sustainable, it will have a subversive significance for the whole underwear industry. In Helmand's view, bringing the fast fashion represented by Zara into the underwear industry will create tremendous business opportunities. Adore Me shipped more than 100 thousand shipments in one year.

"Selling underwear with exquisite designs through cheap sales and convenient online shopping is already eroding the secret market share of Vitoria." Helmand foreign media said.