Growing ThirdLove To Try Out BrickFor 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.
Around the same time, Kira told a consultant at the company, a leadership coach who worked closely with Spector, that she wanted to meet with the executive: Almost verbatim she said ‘Dave is a deeply insecure man, make sure you pat his ego throughout your conversation and that you don't surprise him.
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.
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.
Its director of product growth, Desirae Oppong, said while ThirdLove's products speak volumes about the company's understanding of customers' needs, for many women who have been disappointed buying bras in the past, a higher degree of personalisation was needed to gain their trust.
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.
Heidi Zak, founder and CEO of ThirdLove (bras designed for the modern woman”), sure thought so. Knowing that bra shopping is such a difficult and frustrating experience for so many, Zak sought out to solve a problem” with the company, which is best known for innovative features like an online Fit Finder Quiz (no awkward dressing room required!), half-cup sizes, memory foam cups that re-form after wash cycles, a wide range of skin-tone bras meant for every complexion, a try-before-you-buy model, and more.
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%.
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.
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.