Victoria’s Secret is reinventing itself. It’s a big ask

Morgan Hermand-Waiche, founder and chief executive of Adore Me, says that shifting marketing messages and the culture may be simpler than the logistics and supply chain challenges of adding a huge number of new products and sizes. Bras, in particular, are notoriously complex to design — elements of bridge engineering are involved in larger sizes, while inventory management for size ranges from 30 to 48, with cup sizes that range the alphabet, require complex systems. 

That’s one of the challenges that drew Hermand-Waiche to the industry after stints at McKinsey and study at Harvard Business School. The founder and chief executive of Adore Me, who was a triple major in mathematics, computer science and physics as an undergraduate in France, was scouting consumer goods industries for an opportunity to launch a company. 

“It was very clear to me there was an opening” left by Victoria’s Secret, he says. “At the end of the day, I thought…

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