How ThirdLove Is Dominating
For 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. In the end, ThirdLove was better equipped to fulfill its long-term commitment to providing better bras to women everywhere, increasing ARPU by 23%, generating a 3% uplift in conversions, and improving Fit Finder quiz completion rate by 75% for some audiences.
The The same missing sizes occur on the smaller end, too: There's no 30A, 30B, or 32A, and while it suggests 28 as a possible band size when you do the survey, ThirdLove doesn't currently make size 28. When you search by the outlier sizes on both ends of the spectrum, its seamless lounge bra—a soft-cup pullover bra—comes up, which, to me, doesn't count.
Having the ability to get sized right at home is awesome but now that I have been wearing my ThirdLove bras for a few weeks I can tell you first hand it worked like a charm and I have also now learned that I have been buying the wrong size bra for years, lol.
ThirdLove, whose advertisements you've probably heard on whatever podcasts you listen to, has built a brand out of supplying an impressive number of sizes and colors of bras for women of varied body types—an obvious counterpoint to the homogeneous glamazon” look championed by Victoria's Secret—and ensuring they actually fit.
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.
The timing of ThirdLove's first store may also be opportune as Victoria's Secret continues to struggle with falling sales and persistent criticism that it hasn't kept pace with changing consumer demand, including having more diversity in its products and advertising.
And Chico's Soma intimates brand recently partnered with retail concept b8ta to introduce customers to its "SOMAINNOFIT" bra to help shoppers find the right undergarment fit. While the pop-up is open, ThirdLove, which has raised $69 million in venture funding, plans to capture customer data and use it as a way to learn what customers want from the brand from a physical retail experience.
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 David Spector, which, as Vogue added in an aside in their interview, has gotten an investment from a former Victoria's Secret CEO.