Victoria’s Secret is reinventing itself. This is a big request


Morgan Hermand-Waiche, Founder and CEO of Adore Me, Says Changing Marketing Messages and Culture Can Be Easier Than the Logistics and Supply Chain Challenges of Adding Large Numbers new products and new sizes. Bras, in particular, are notoriously complex to design – elements of bridge engineering are involved in larger sizes, while inventory management for sizes ranging from 30 to 48, with cup sizes. that range from the alphabet, requires complex systems.

This is one of the challenges that drew Hermand-Waiche to the industry after stints at McKinsey and studying at Harvard Business School. The founder and managing director of Adore Me, who graduated with a triple specialization in mathematics, computer science and physics in France, was looking in the consumer goods industries for an opportunity to start a business.

“It was very clear to me that there was an opening” left by Victoria’s Secret, he said. “In the end, I thought Victoria’s Secret was a giant with so many flaws.”

Adore Me expects to sell over $ 200 million worth of sexy bras and underwear for young people this year in 25 sizes and a plethora of styles that include the brand’s best-selling bra. Gynger, which unfolds into a knot. “It’s a science that we have developed,” he says. “We manage complexity. “

Wall Street is also questioning the success of the Victoria’s Secret spin-off and makeover. “We believe management still has a lot of work to do, including creating a more connected omnichannel experience at Victoria’s Secret, taking a modernized approach to marketing and product innovation, and ensuring that the right talent and the right structure is in place, ”Cowen Financial analyst Oliver Chen wrote to clients this week.

No matter the long road ahead: At Victoria’s Secret, internal shifts are already a positive motivation for employees. “We have already seen a very significant improvement in financial performance over the past two quarters,” says Preston. “It has gone a long way in improving associate morale. “

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