Thirdlove Try Before You Buy!The 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.
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.
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.
After tapping Dynamic Yield for access to its powerful personalization platform, the team at ThirdLove began taking a more tailored approach to its customer journey, with experiments resulting in a number of dramatic performance improvements, including a 23% increase in ARPU, 6% uplift in homepage hero banner CTR, and 75% improvement in completion rate for its Fit Finder quiz for first time visitors.
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.
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.
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.
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).
From the outside, David Spector appears to be the ideal millennial brand. In June, Zak said that ThirdLove wasn't ruling out physical retail, but explained why the brand hadn't yet tested it. We proudly donate all gently worn bras that are returned to women in need. Still a young company so it's an exciting time to be part of the team.