Thirdlove Try Before You Buy!The 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.
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.
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.
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.
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.
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.
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.
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.