ThirdLoveFor 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.
For ThirdLove, now may be the best time to grow in light of difficulties at rival Victoria's Secret With that in mind, the intimates brand is pursuing every strategy, from opening stores in select markets to bringing on board creative agencies, to bolster its marketing and branding efforts.
After employing Dynamic Yield's technology, the team at ThirdLove was able to deliver individualized experiences that activated and engaged new visitors at the top of the funnel, refining its efforts through continued testing and optimization to maximize effectiveness.
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.
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.
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.
None of us really agreed with it from the beginning.” Plus, the company had just come out with another campaign celebrating women's individuality with the slogan To each, her own.” It was like ‘what if a woman wants to be in the show or watch it, why are we telling them what to do?'” a source we'll call Kate said.
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.
And Chico's Soma intimates brand recently partnered with retail concept b8ta to introduce customers to its "SOMAINNOFIT" bra to help shoppers find the right undergarment fit. While the pop-up is open, ThirdLove, which has raised $69 million in venture funding, plans to capture customer data and use it as a way to learn what customers want from the brand from a physical retail experience.
ThirdLove has the perfect bras and panties and they're beautifully designed, and far from basic. Zak said that the brand doesn't have any set-in-stone plans for a permanent retail store. For decades, the bra shopping experience for women has remained relatively unchanged - head to a store, try on a few pieces, and eventually settle for the least uncomfortable one.