Most Innovative CompanyTomorrow, online bra brand ThirdLove is opening its first retail store, a temporary pop-up in Manhattan that will run through the end of the year. Fast-growing startups like ThirdLove have technology bred into their bones, and it's exciting to see how the company is disrupting the bra and underwear industry with its innovative use data, machine learning, and tiered loyalty and referral programs.
Another up-and-coming player in the lingerie space, Adore Me, is planning to open hundreds of stores in the U.S. over the next few years, aiming at Victoria's Secret's real estate — its more than 1,100 shops in North America, many within suburban shopping malls.
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 pop-up offers personalized bra fittings from "fit stylists" who introduce consumers to styles and help them navigate ThirdLove's Fit Finder, a short questionnaire that uses a proprietary algorithm to determine the best fit from among 78 total sizes.
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.
Let's recall Thinx, the period underwear company started up by Miki Agrawal, who was ousted as the company's CEO (or She-E-, as she preferred to style herself) amid reports that she harassed and bullied employees, who in addition to working in a hostile environment were underpaid and provided paltry benefits.
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.
Zak and Spector are aware of the issue of privacy, an obvious concern as more women are finding photos of themselves leaked on the Internet. More than 14 million women have taken the quiz, and the company has sold four million bras, according to a statement.
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 David Spector 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.