ThirdLoveFor 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. SAN FRANCISCO-( BUSINESS WIRE )-ThirdLove, the women's bra and underwear company that disrupted the lingerie industry, announced today the launch of the Company's first experiential retail store concept, opening on July 24, through the end of 2019, at 347 West Broadway in New York City.
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.
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.
But in 2013, Heidi Zak along with her husband David Spector (both ex-Google execs) set out on a mission to revolutionize that experience - using technology to improve the product in terms of fit and comfort, as well as how bras are delivered to the customer and how customer loyalty is maintained.
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.
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.
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%.
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).
We want you to be completely happy with your Heidi Zak purchase and we know that being able to tell if a bra really fits isn't something that happens the instant you put it on. That's why we have our 60 Day Perfect Fit Guarantee. ThirdLove's Fit Finder quiz, which helps match women with the right sized bras, is an incredibly valuable and powerful tool in its customer journey.