Growing ThirdLove To Try Out Brick

The 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. The startup, which launched in 2012 and positioned itself as a body-positive bra option, will open a temporary boutique in Manhattan's SoHo district—a 10-minute walk from the nearest Victoria's Secret—where it will cull data from customers on their shopping and dressing-room preferences.
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.



Yet this past April, its parent company, L Brands, was downgraded from "stable" to "negative" by Moody's Investors Service due to "deteriorating operating margins and negative comparable store sales at Victoria's Secret for the past 10 quarters." The downgrade came after a smattering of negative stories about the leading lingerie company and the retailer's apparent reluctance to back away from an oversexualized image.
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.

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.
ThirdLove announced on Thursday its first experiential retail store concept, which launches on July 24 and will remain open through the end of 2019, according to a company press release The store will be located at 347 West Broadway in New York City.

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.
Zak and Spector are aware of the issue of privacy, an obvious concern as more women are finding photos of themselves leaked on the Internet. More than 14 million women have taken the quiz, and the company has sold four million bras, according to a statement.

One that includes adjustable lighting, digital measuring systems, three different types of dressing rooms and 78 bra sizes to choose from. They knew that in order to keep delivering bras that fit a wide range of body types better than rival brands - many of which had begun imitating ThirdLove by offering bras in half-cup sizes - they needed more customer data.
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 David Spector's 78 sizes will be available to try on in the store.

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