Growing ThirdLove To Try Out BrickThe disruptive lingerie retailer ThirdLove is set to open its first ever physical store later this year, introducing its Fit Finder” technology to bricks-and-mortar for the first time. In 2018, Ed Razek, chief marketing officer at L Brands, Victoria's Secret's parent company, said in a Vogue interview that Victoria's Secret was nobody's third love.” In response, Zak took out a full-page ad in the New York Times that was an open letter to Victoria's Secret.
Around the same time, Kira told a consultant at the company, a leadership coach who worked closely with Spector, that she wanted to meet with the executive: Almost verbatim she said ‘Dave is a deeply insecure man, make sure you pat his ego throughout your conversation and that you don't surprise him.
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.
Compare that to the in-store experience of the cold bright dressing room,” Cohen says, with a stranger measuring you, poking and prodding you.” ThirdLove uses that data to recommend the best size and style for purchase — and, ultimately, to create better products for all its customers.
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.
Shopping here also includes the often invaluable perk of an energetic customer service team and a 100% fit guarantee (If you take the company's Fit Finder and order the wrong size, ThirdLove will work to get you into the perfect fit at no further cost, donating the bras you don't keep to a women's shelter if necessary).
A Fast Company article titled Victoria's Secret threw shade at ThirdLove, and CEO Heidi Zak had the perfect response” described Zak as the founder without mentioning Spector at all. The super cool part is that ThirdLove ships you a backup size, so you can try on two bra sizes in the comfort of your own home (with all your favorite tops—it's handy to see how the bra looks under your clothes).
ThirdLove has the perfect bras and panties and they're beautifully designed, and far from basic. Zak said that the brand doesn't have any set-in-stone plans for a permanent retail store. For decades, the bra shopping experience for women has remained relatively unchanged - head to a store, try on a few pieces, and eventually settle for the least uncomfortable one.