Most Innovative CompanyFor some women, online shopping does not compare to the real-life experience of visiting a store — mostly because it contains the risk of ordering something that might not fit. In the end, ThirdLove was better equipped to fulfill its long-term commitment to providing better bras to women everywhere, increasing ARPU by 23%, generating a 3% uplift in conversions, and improving Fit Finder quiz completion rate by 75% for some audiences.
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.
Despite ThirdLove cofounder Heidi Zak previously stating she had no intention of moving into brick-and-mortar , she said she eventually came to recognize a physical store's potential to reach new consumers, particularly women who prefer to test particularly fickle garments like bras in real life.
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.
Over at Vox, reporter Zoe Schiffer has an interesting story about ThirdLove, the upstart bra company that positions its lingerie as by women, for women.” Turns out that contrary to its feminist public image, actually working for the company seems pretty awful: employees complain about a bunch of things, including low pay, shitty benefits, and a co-CEO that bullies them.
In the midst of his many incendiary comments objectifying women and essentially describing the brand and the fashion show as a male fantasy, Razek also seemed to single out the upstart lingerie brand ThirdLove—dismissively—as the counterpoint to Victoria's Secret.
Provider of lingerie and underwear designed to offer the perfect fit for every company's lingerie comes in 78 sizes which are 40 more than traditional brands, enabling women of every shape to get their desired underwear size that are free from lousyness and bad fits.
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.
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.
From the outside, ThirdLove appears to be the ideal millennial brand. In June, Zak said that ThirdLove wasn't ruling out physical retail, but explained why the brand hadn't yet tested it. We proudly donate all gently worn bras that are returned to women in need. Still a young company so it's an exciting time to be part of the team.