Most Innovative CompanyThe 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.
Yet this past April, its parent company, L Brands, was downgraded from "stable" to "negative" by Moody's Investors Service due to "deteriorating operating margins and negative comparable store sales at Victoria's Secret for the past 10 quarters." The downgrade came after a smattering of negative stories about the leading lingerie company and the retailer's apparent reluctance to back away from an oversexualized image.
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.
Typically, bras come in band sizes from about 32 to 40, and cups from A to E. ThirdLove makes band sizes ranging from 30 to 48 and A to I, with some half-cup sizes (from A½ to E½) interspersed among band sizes 30 to 40. From a manufacturing standpoint, the offerings make sense: Band size and cup size is inversely proportional, so a 34B would have the same cups as a 32C and a 36A.
Referring to Zak's company, Lori Greeley, a former CEO of Victoria's Secret and now a board member at ThirdLove, said: "In all the years I've worked in the industry, I've never seen such dedication to inclusivity." Greeley worked at Victoria's Secret, first in merchandising and later in the C-suite, for more than two decades.
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).
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.
The brand's commitment to diversity — offering half-cup bra sizing and promoting body positivity in their advertising — has helped them dethrone the once dominant Victoria's Secret. We're their first love.” This comment was widely—and fairly—interpreted as a jab at ThirdLove, which, as Vogue added in an aside in their interview, has gotten an investment from a former Victoria's Secret CEO.