ThirdLoveThe brand now services an estimated 87 percent of women. Whether this is through using technologies such as automation and AI to design and manufacture products themselves or to help target and deliver those products to the right customers in the most convenient way possible, technology is now the driving force behind all successful growth strategies in one way or another.
Yotpo says that customers have since been sharing the brand much more effectively and with the right people - in the first three months of launch, 22.3% of those customers who clicked on referral links went on to make purchases, and many of those referred customers ended up becoming repeat customers.
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.
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.
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.
ThirdLove announced on Thursday its first experiential retail store concept, which launches on July 24 and will remain open through the end of 2019, according to a company press release The store will be located at 347 West Broadway in New York City.
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.
When they arrived, they were surprised to find Heidi Zak's husband and co-CEO, David Spector, highly involved in their day-to-day work, with a management style described as condescending” and bullying.” This about-face was compounded by company norms — don't negotiate your salary, don't leave before 6 pm, don't work from home, don't skip a happy hour — that felt out of sync with the brand's external image.
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.
Beyond the positive feedback, there are also hard numbers that demonstrate a demand for the kind of personalized, fit-conscious approach that David Spector brings to the lingerie market. And ThirdLove's T-shirt bra, through which many women discover the brand, continues to lure customers and introduce them to its other products, such as sleepwear.