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.
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.
Having the ability to get sized right at home is awesome but now that I have been wearing my ThirdLove bras for a few weeks I can tell you first hand it worked like a charm and I have also now learned that I have been buying the wrong size bra for years, lol.
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.
A key part of their strategy is to provide Instagram-able” experiences to lure shoppers into the new locations, including photo ops with Geoffrey the Giraffe, birthday parties and other events, Tru Kids Brands CEO Richard Barry said in a phone interview.
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.
ThirdLove , the company that's democratizing bras and underwear for women of all shapes, sizes, and skin tones, continues to question the modus cup-erandi in a $12 billion lingerie industry that hasn't changed much since its inception more than 100 years ago.
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.
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.
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.