How ThirdLove Is DominatingThe 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. In 2018, Ed Razek, chief marketing officer at L Brands, Victoria's Secret's parent company, said in a Vogue interview that Victoria's Secret was nobody's third love.” In response, Zak took out a full-page ad in the New York Times that was an open letter to Victoria's Secret.
In February, the brand announced that it had raised another $55 million in funding, bumping its valuation up to over $750 million Zak said the money will be used to help ThirdLove add even more bra sizes (beyond the 78 that are currently offered) as well as grow into three new areas - retail, international markets, and category expansion into sectors such as swim and athletic wear.
As an online company, ThirdLove relies upon millions of data points from customer feedback to engineer its new products — and for the last four years, one request has been constant: A cotton bra that women can live in. For the last two years, ThirdLove has been designing its response.
Compare that to the in-store experience of the cold bright dressing room,” Cohen says, with a stranger measuring you, poking and prodding you.” ThirdLove uses that data to recommend the best size and style for purchase — and, ultimately, to create better products for all its customers.
The brand has a test plan” in place to keep track of customer data, by following metrics like whether or not customers in the store had heard of or shopped the brand online, and if they make repeat visits, cart sizes and purchase patterns, the brand's online Fit Finder is available for customers in the store.
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.
Heidi Zak, founder and CEO of ThirdLove (bras designed for the modern woman”), sure thought so. Knowing that bra shopping is such a difficult and frustrating experience for so many, Zak sought out to solve a problem” with the company, which is best known for innovative features like an online Fit Finder Quiz (no awkward dressing room required!), half-cup sizes, memory foam cups that re-form after wash cycles, a wide range of skin-tone bras meant for every complexion, a try-before-you-buy model, and more.
With the concept store, ThirdLove is seeking to replicate its digital experience by making shopping for a bra more convenient and more educational so women have the knowledge and support they need to know how a bra should properly fit, the company said.
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.
We want you to be completely happy with your ThirdLove purchase and we know that being able to tell if a bra really fits isn't something that happens the instant you put it on. That's why we have our 60 Day Perfect Fit Guarantee. ThirdLove's Fit Finder quiz, which helps match women with the right sized bras, is an incredibly valuable and powerful tool in its customer journey.