Adore Me/Facebook">

Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

Lingerie Startup Finds That Blondes Don't Sell Bras

Photo: <a href=";theater">Adore Me/</a>Facebook
Photo: Adore Me/Facebook

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Lingerie start-up Adore Me uses A/B testing methodically to try to determine what poses and which models move the most bras. For every 1,000 visitors to Adore Me's site, 500 people will see one image and 500 will see another, and Adore Me tracks which photo sells the best. Fast Company shares some of the fascinating trends that have emerged from this testing. No one with blonde hair has sold well, Adore Me says, and a hand placed on the hip doesn't sell as well as a hand on the head.

The model can matter more than the price, too. "If customers see a lacy pushup on a model they like, they'll buy it. Put the same thing on a model they don't, and even a $10 price cut won't compel them," Fast Company's Rebecca Greenfield writes. The same model wearing the exact same product can even sell more just depending on the way she's posed.
· This Lingerie Company A/B Tests The World's Hottest Women To See Who Makes You Click "Buy" [Fast Company]
· Be a Fly on the Wall of An Adore Me Lingerie Shoot [Racked]
· Calvin Klein's Size 10 Underwear Model Just Can't Win [Racked]