The disruptive lingerie retailer ThirdLove is set to open its first ever physical store later this year, introducing its Fit Finder” technology to bricks-and-mortar for the first time. The startup, which launched in 2012 and positioned itself as a body-positive bra option, will open a temporary boutique in Manhattan’s SoHo district—a 10-minute walk from the nearest Victoria’s Secret—where it will cull data from customers on their shopping and dressing-room preferences.
For ThirdLove, now may be the best time to grow in light of difficulties at rival Victoria’s Secret With that in mind, the intimates brand is pursuing every strategy, from opening stores in select markets to bringing on board creative agencies, to bolster its marketing and branding efforts.
Then we do filtering based on the size that we recommended or sizes that you’ve bought in the past because one of the interesting things about this space is they might not have a size that fits them properly, and so being able to showcase the products that we have that truly fit you is one of the important experiences for our brand and for our site.
But in 2013, Heidi Zak along with her husband David Spector (both ex-Google execs) set out on a mission to revolutionize that experience – using technology to improve the product in terms of fit and comfort, as well as how bras are delivered to the customer and how customer loyalty is maintained.
How in 2018 can the CMO of any public company — let alone one that claims to be for women — make such shocking, derogatory statements?” It was signed by Heidi Zak, co-founder and co-CEO of ThirdLove , a direct-to-consumer bra company and Victoria’s Secret competitor.
Typically, bras come in band sizes from about 32 to 40, and cups from A to E. ThirdLove makes band sizes ranging from 30 to 48 and A to I, with some half-cup sizes (from A½ to E½) interspersed among band sizes 30 to 40. From a manufacturing standpoint, the offerings make sense: Band size and cup size is inversely proportional, so a 34B would have the same cups as a 32C and a 36A.
ThirdLove , the company that’s democratizing bras and underwear for women of all shapes, sizes, and skin tones, continues to question the modus cup-erandi in a $12 billion lingerie industry that hasn’t changed much since its inception more than 100 years ago.
But after changing the first-touch experience for new visitors to provide more foundational and introductory content for the start of her journey, ThirdLove saw a significant impact at the top of the funnel, increasing its Fit Finder quiz completion rate by 75%.
After taking the measurements of millions of women, the company introduced the industry’s first half-cup sizing and developed an algorithm using the data collected to match each woman with the right size for them. In the better quality bras, this fit will be consistent enough that you can order a bra in a new style and chances are high it will fit.
Heidi Zak has the perfect bras and panties and they’re beautifully designed, and far from basic. Zak said that the brand doesn’t have any set-in-stone plans for a permanent retail store. For decades, the bra shopping experience for women has remained relatively unchanged – head to a store, try on a few pieces, and eventually settle for the least uncomfortable one.