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. SAN FRANCISCO-( BUSINESS WIRE )-ThirdLove, the women's bra and underwear company that disrupted the lingerie industry, announced today the launch of the Company's first experiential retail store concept, opening on July 24, through the end of 2019, at 347 West Broadway in New York City.
The tense rivalry between the companies escalated when ThirdLove ran a full-page ad in The New York Times in November 2018, presented as An Open Letter to Victoria's Secret,” that called out L Brands CMO Ed Razek for demeaning” comments he made about plus-size and transgender models in an interview with Vogue.
Then we do filtering based on the size that we recommended or sizes that you've bought in the past because one of the interesting things about this space is they might not have a size that fits them properly, and so being able to showcase the products that we have that truly fit you is one of the important experiences for our brand and for our site.
Ahead of the annual VS Fashion Show, model Robyn Lawley started a petition encouraging a boycott of the show due to its lack of size diversity, according to Teen Vogue ; she partnered with ThirdLove, who donated a bra to the Support the Girls organization for every Instagram post hashtagged #weareallangels.
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.
When they arrived, they were surprised to find 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.
Referring to Zak's company, Lori Greeley, a former CEO of Victoria's Secret and now a board member at ThirdLove, said: "In all the years I've worked in the industry, I've never seen such dedication to inclusivity." Greeley worked at Victoria's Secret, first in merchandising and later in the C-suite, for more than two decades.
Shopping here also includes the often invaluable perk of an energetic customer service team and a 100% fit guarantee (If you take the company's Fit Finder and order the wrong size, ThirdLove will work to get you into the perfect fit at no further cost, donating the bras you don't keep to a women's shelter if necessary).
Yeah, I wish I had bras like this when I was younger, but I'm so glad I finally have ones that truly fit in my life now. In the meantime, ThirdLove continues to benefit from its culture of inclusivity in terms of bodies and diversity , appealing to all ages and demographics.
Beyond the positive feedback, there are also hard numbers that demonstrate a demand for the kind of personalized, fit-conscious approach that ThirdLove 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.