Q&A With Heidi ZakHeidi Zak (left) and Ra'el Cohen, founders of ThirdLove. With so many shapes, sizes, and needs, the process of creating a flawless bra bubbled up a number of challenges, one of which was moving beyond the brick and mortar experience and developing better bra sizing and fit without ever meeting the woman in person.
Avid Victoria's Secret enthusiasts and critics alike have voiced their disappointment, one of the most angered being ThirdLove co-founder and co-CEO Heidi Zak, who took a full page ad in the New York Times to pen an open letter to the lingerie brand.
Using her experience in both retail and tech, Heidi co-founded ThirdLove in 2013 with the mission of building a better bra, one that fit perfectly and instilled confidence in the woman wearing it. Featured in Forbes, Fast Company, CNBC, and Fortune, Inc., ThirdLove is consistently hailed for both its innovation (half-cup sizes!) and commitment to inclusion and diversity.
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.
Heidi Zak previously held a position in Google, and underpinned by this experience in the tech sector, and fuelled by her passion for retail and finding a bra that was a perfect fit—her research revealed that 80 percent of women wear bras that do not fit them correctly—and supported by the financial experience of her co-founder husband David Spector, ThirdLove was born in 2013.
From marketing to product development, data has allowed ThirdLove to grow faster than any other online bra and underwear startup. The chief marketing officer of Victoria's Secret's parent company had recently made controversial comments about transgender models during an interview with Vogue.
Passionate about making great-fitting, comfortable and beautiful bras for all women. Spector said the company uses every digital channel they can to reach their customers, as well as some more traditional ad tactics like direct mail, TV, ThirdLove radio and billboards. The couple told the employees, many clad in their work uniform” — a grey t-shirt printed with ThirdLove — that the tremendous growth was because of their great service to customers of the online-only business.