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Adore Me launched as a direct-to-consumer intimates brand in 2012, using a wide range of sizes and competitive prices to take on the brands dominating the market.
According to Romain Liot, the COO of Adore Me, the company’s marriage of technology and fashion allows it to adapt to what the customer wants more easily than a traditional, established brand.
“We always have this kind of cultural battle within the company: Are we more of a fashion company, or a tech company?” said Liot. “It’s not two sides that don’t talk to each other. In fact, when we were designing specific tools to support the creation team, everything was a collaboration. A subset of tech — 10 people — sat in a room with the design team for three months to figure out the perfect tool for product life cycle management. A lot of companies get these big programs that are a heavy lift, and nobody really likes it because it’s not…
