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. 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.
The tense rivalry between the companies escalated when ThirdLove ran a full-page ad in The New York Times in November 2018, presented as An Open Letter to Victoria's Secret,” that called out L Brands CMO Ed Razek for demeaning” comments he made about plus-size and transgender models in an interview with Vogue.
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.
The company has come a long way from its original data collection system — asking women, via a Craigslist ad, to come to its San Francisco headquarters wearing their best bra and take a photo of their breasts with an app that could calculate their bust size.
Its director of product growth, Desirae Oppong, said while ThirdLove's products speak volumes about the company's understanding of customers' needs, for many women who have been disappointed buying bras in the past, a higher degree of personalisation was needed to gain their trust.
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.
Let's exceed their expectations.” Then, in case it wasn't already clear, she spelled it out: ThirdLove is the antithesis of Victoria's Secret.” The entire campaign seemed designed to show how woke, how feminist, how very different ThirdLove was from traditional bra makers — and it worked.
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%.
The fiercely worded letter ran as a full-page ad in the New York Times on Sunday, November 18, and took direct aim at Victoria's Secret. Working on a hunch that other women probably faced similar issues when it came to bra fitting, Zak hired lingerie designer Ra'el Cohen (now Chief Creative Officer at ThirdLove) to conduct research into bras and the women who wear them.
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.