ThirdLoveThe disruptive lingerie retailer ThirdLove is set to open its first ever physical store later this year, introducing its Fit Finder” technology to bricks-and-mortar for the first time. In 2018, Ed Razek, chief marketing officer at L Brands, Victoria's Secret's parent company, said in a Vogue interview that Victoria's Secret was nobody's third love.” In response, Zak took out a full-page ad in the New York Times that was an open letter to Victoria's Secret.
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.
Upper management purposefully kept themselves as far removed as possible, hours weren't great, the customers are mostly middle-aged, ultra-entitled white women, and there is a company culture of "positivity" that comes off as disingenuous and saccharine.
The pop-up offers personalized bra fittings from "fit stylists" who introduce consumers to styles and help them navigate ThirdLove's Fit Finder, a short questionnaire that uses a proprietary algorithm to determine the best fit from among 78 total sizes.
How in 2018 can the CMO of any public company — let alone one that claims to be for women — make such shocking, derogatory statements?” It was signed by Heidi Zak, co-founder and co-CEO of ThirdLove , a direct-to-consumer bra company and Victoria's Secret competitor.
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.
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.
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%.
The fiercely worded letter ran as a full-page ad in the New York Times on Sunday, November 18, and took direct aim at Victoria's Secret. Working on a hunch that other women probably faced similar issues when it came to bra fitting, Zak hired lingerie designer Ra'el Cohen (now Chief Creative Officer at ThirdLove) to conduct research into bras and the women who wear them.
Pink was once a bright spot within L Brands but lately has watched its same-store sales growth wane. Customers can come into the store for a real-life bra fitting with its Fit Stylists,” and all of ThirdLove's 78 sizes will be available to try on in the store.