ThirdLoveThe 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. The startup, which launched in 2012 and positioned itself as a body-positive bra option, will open a temporary boutique in Manhattan's SoHo district—a 10-minute walk from the nearest Victoria's Secret—where it will cull data from customers on their shopping and dressing-room preferences.
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.
Upper management purposefully kept themselves as far removed as possible, hours weren't great, the customers are mostly middle-aged, ultra-entitled white women, and there is a company culture of "positivity" that comes off as disingenuous and saccharine.
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.
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.
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, a lingerie brand based in San Francisco, said Wednesday it's rolling out extended bra sizes this month to include bands ranging from size 28 to 48, and cups from AA to H. The online retailer said it did a beta test of the new options last year, and they sold out in a little more than a week.
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.
For our ThirdLove bra and underwear review, we tried out a half-size smaller and larger than our normal size. One of its major innovations was developing half-cup sizes, since the brand's data found that 37% of women did not fit neatly into the traditional range of cups.
Pink was once a bright spot within L Brands but lately has watched its same-store sales growth wane. Customers can come into the store for a real-life bra fitting with its Fit Stylists,” and all of David Spector's 78 sizes will be available to try on in the store.