Bigger is better when it comes to selling bras because according to new market research , women are more likely to buy lingerie if it 's modeled by a plus-size woman over a thin blonde . Adore Me , a rapidly growing lingerie start-up based in New York , has revealed that its television ad featuring a plus size model quadrupled online sales when compared to the brand 's commercial starring a group of blondes . 'There 's an overall mentality that you have to be super skinny , ' the company 's founder Morgan Hermand-Waiche told CNN . 'We are showing that we offer lingerie for everyone . ' Scroll down for video . Betty versus Veronica : Online retailer Adore Me has revealed that new research shows that its television ad starring a plus size brunette sold more lingerie that its commercial featuring a group of blondes . The three-year-old start-up , which sells its lingerie and swimwear through monthly subscriptions , as well as one-off purchases , used a marketing strategy called A/B testing , in which consumers are shown different ads in order to measure what models , poses and settings increase the retailer 's sales . When Adore Me debuted its first national television campaign last January , the company used the testing method for its three different commercials , which aired on channels such as Bravo , Lifetime and MTV . One television ad featured a cast of all blonde models , another showcased all brunette models and the third starred one plus-size brunette . After the company monitored online traffic and sales throughout the month , they came to the -perhaps surprising conclusion - that the 30-second commercial featuring the dark-haired plus-size model generated four times as many sales than the one featuring the blondes . Making sales : A curvy brunette can be seen modeling a pink lingerie set for one of the brand 's commercials . Foolproof method : The company 's founder Morgan Hermand-Waiche told CNN 's Rachel Crane that he relies on customer research to build his company 's website . Even better news for the thriving company is that the plus size clip only cost one-tenth of the other commercials ' production expenses to make . The online retailer also learned that its female consumers preferred the commercial that left its models unretouched . Adore Me did n't do any digital retouching to the ad featuring multiple brunette models - and that commercial was the one that was favorited by consumers . A/B testing is an important strategy for the company , which unveils a new collection every month . Blondes do n't sell : Last year 's research showed that women are far more likely to buy lingerie online if it 's modeled on a brunette over a flaxen haired beauty . Coveted curves : This year 's data revealed that women prefer model to remain digitally untouched . Last year 's marketing research showed that women are far more likely to buy lingerie online if it 's modeled on a brunette over a blonde . Keeping that information in mind , the company was n't surprised when its commercials featuring brunette models fared better than the ones that starred blondes during this year 's round of testing . 'At the end of the day ... it 's [ our ] customers who choose the model they like [ and ] the pose they like instead of us imposing on them , ' Mr Hermand-Waiche told CNN 's Rachel Crane . 'Its really the customer who builds the [ Adore Me ] website based on what they prefer , ' he noted .
Adore Me has revealed that its television ad featuring a plus size model generated more sales than the commercial starring a group of blondes . The New York-based startup used A/B testing , in which consumers are shown different ads in order to measure their preferences .