What Do Women Buying Lingerie Want? Not Blondes, Apparently

Photo: Courtesy of Adore Me.

What do women want? That age-old question is usually the precursor to sexist statements about how nobody knows — because dames, amirite? But, it turns out that when it comes to what women buying lingerie want, there’s date to provide a straightforward answer.

Fast Company reports that Adore Me,
an up-and-coming lingerie e-comm site, conducts extensive image testing on its website to see which photos prompt women to click.

The brand shoots multiple versions of its product images, featuring different models wearing the same undies, the same models in different positions and different settings, and runs what’s known in the industry as “A/B Tests.” These tests (which R29 and many other companies use), randomly serve up one photo to half of visitors, and a different pic to the other half. The photo that receives the most clicks is then used on the site.

And, the results of thousands of such tests are interesting to say the least. Adore Me found that its customers are way more likely to purchase lingerie shown on brunette models than blondes. Photos containing props get fewer clicks (but couches are okay). In-your-face sexiness is a no-go, which is why Adore Me doesn’t do your standard “open-mouthed model vamping in boudoir” shots. And, customers respond to subtleties in poses in a remarkably consistent way: The hand on hip pose, not so much. But, when a model touches her hair, product sales can double.

Adore Me’s research shows that this kind of testing really matters — and the fact that the brand has grown to one earning $5.6 million in revenue in just four years bears that out. Read more about the data of what women do and don’t want at Fast Company — including heartening info on how data testing actually results in a more diverse cast of models. (Fast Company)

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Tesco is stocking the official Fifty Shades of Grey lingerie and sleepwear …

Other racy pieces include a sheer Babydoll in black and raunchy ‘No Peeping’ Tie Side Knickers and Eye-mask sets.

The sexy jewel-coloured lingerie sets are perfect for those wanting to spice things up in the bedroom and the plush fabrics and kinky masks will certainly get pulses racing this Christmas. 

E L James, who was involved at every stage of the creative process, says: “For the Christmas collection we wanted dark and sensual pieces with a hint of decadence. 

“We went for rich, deep red and midnight black to create a forbidden allure, and used signature embroidered elements and silk trimmings to add a touch of festive luxury”.

“Designing the collection was a very organic process. It was important that every piece should be distinctly Fifty Shades, so we included iconic elements such as the Fifty Shades mask in the lace embroidery for the Seduction range, and a crystal key charm for the silk Temptation”.

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