Thirdlove Try Before You Buy!Tomorrow, 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.
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.
After employing Dynamic Yield's technology, the team at ThirdLove was able to deliver individualized experiences that activated and engaged new visitors at the top of the funnel, refining its efforts through continued testing and optimization to maximize effectiveness.
Ahead of the annual VS Fashion Show, model Robyn Lawley started a petition encouraging a boycott of the show due to its lack of size diversity, according to Teen Vogue ; she partnered with ThirdLove, who donated a bra to the Support the Girls organization for every Instagram post hashtagged #weareallangels.
This was evident with many of their choices such as the ever growing list of requirements for the stylists that weren't even possible (it was incredibly hard to try and defend their decisions when stylists would often come to me stressed and overworked), micromanaging their employees to where you could get an occurrence for using the bathroom (I was in a meeting where a manager was scared she would have to write up a pregnant stylist for this), letting go SF teammates that worked with the Chico office for no reason, and most recently doing a restructuring of the company” forcing support teammates that worked hard for this company for years to move up to either get demoted down to a fit stylist (starting) position or quit though no one did anything wrong.
It asks about your current bra brand, size, and fit to determine if you're wearing the right size—the company even offers half-cup in-between sizes in many of its bras—and has you compare your breast shape and location to artist renderings to ascertain your best ThirdLove bra style.
Referring to Zak's company, Lori Greeley, a former CEO of Victoria's Secret and now a board member at ThirdLove, said: "In all the years I've worked in the industry, I've never seen such dedication to inclusivity." Greeley worked at Victoria's Secret, first in merchandising and later in the C-suite, for more than two decades.
ThirdLove's mission is simple: "To help all women feel valued and supported by the brands they love." That's why the brand tested its new sizing on a variety of women who differ in size and age to ensure the product is comfortable and supportive for every bra size across the spectrum.
One that includes adjustable lighting, digital measuring systems, three different types of dressing rooms and 78 bra sizes to choose from. They knew that in order to keep delivering bras that fit a wide range of body types better than rival brands - many of which had begun imitating ThirdLove by offering bras in half-cup sizes - they needed more customer data.
The search to finding a well-fitting bra can be a sport in itself, and often times, ends with many women resigning themselves to a lifetime of discomfort by purchasing the wrong size or fit. ThirdLove and Spector declined to comment on this accusation but through their legal representation did emphasize that it is Zak and not Spector who is truly running the company.