How ThirdLove Is DominatingThe brand now services an estimated 87 percent of women. Personally, I've been assessed by multiple professional bra fitters, and been told, yup, I was wearing the wrong size (32C), and that my true, more atypical one (30D) was only available in high-priced luxury brands—conveniently sold in their shops and never at my beloved Marshall's.
For ThirdLove, now may be the best time to grow in light of difficulties at rival Victoria's Secret With that in mind, the intimates brand is pursuing every strategy, from opening stores in select markets to bringing on board creative agencies, to bolster its marketing and branding efforts.
As an online company, ThirdLove relies upon millions of data points from customer feedback to engineer its new products — and for the last four years, one request has been constant: A cotton bra that women can live in. For the last two years, ThirdLove has been designing its response.
Several former and current employees spoke to the outlet about their experiences with the brand, charging that co-CEO David Spector — who is much less visible that his wife, co-CEO Heidi Zak — contributes to an intimidating, dismissive, condescending, and bullying management style, and the company as a whole isn't quite so pro-female-employee as its public image might make it seem.
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.
We've always approached bra and underwear shopping by browsing sales, asking friends for their favorite brands, buying a nude strapless bra in a bridesmaid-induced panic, and simply snapping up anything cute that caught our eye in a moment of shopping weakness.
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.
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%.
After taking the measurements of millions of women, the company introduced the industry's first half-cup sizing and developed an algorithm using the data collected to match each woman with the right size for them. In the better quality bras, this fit will be consistent enough that you can order a bra in a new style and chances are high it will fit.
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.