With bras, bigger is better

Published Mar 31, 2015

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London - Plus-size brunette models are likely to sell more underwear than slimmer blonde models, according to an experiment by New York-based lingerie brand Adore Me.

In January it launched three TV adverts – one featuring blonde models, another brunette models and the third one a plus-size brunette model. Then they applied a common marketing strategy, A/B testing, in which consumers are shown different ads in order to measure their buying habits and preferences.

The unexpected result was that the plus-size brunette model generated four times as many sales as the ad featuring blonde models.

“The amount and quality of traffic 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, “ said Morgan Hermand-Waiche, founder of Adore Me.

But more than just the size of the model, it’s the hair colour that also influences the product sales, as the research also revealed that bodacious brunettes do generate more sales than blondes.

“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,” Hermand-Waiche added.

According to Adore Me, retouched photos of fit lingerie models actually don’t translate into sales, as many brands believe so. It is actually the opposite – shoppers prefer realistic curvy figures.

In the world of bras, it seems that bigger is better.

The Independent

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