Most Innovative CompanyFor 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. In the end, ThirdLove was better equipped to fulfill its long-term commitment to providing better bras to women everywhere, increasing ARPU by 23%, generating a 3% uplift in conversions, and improving Fit Finder quiz completion rate by 75% for some audiences.
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.
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.
The company has come a long way from its original data collection system — asking women, via a Craigslist ad, to come to its San Francisco headquarters wearing their best bra and take a photo of their breasts with an app that could calculate their bust size.
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.
We've always approached bra and underwear shopping by browsing sales, asking friends for their favorite brands, buying a nude strapless bra in a bridesmaid-induced panic, and simply snapping up anything cute that caught our eye in a moment of shopping weakness.
ThirdLove, a lingerie brand based in San Francisco, said Wednesday it's rolling out extended bra sizes this month to include bands ranging from size 28 to 48, and cups from AA to H. The online retailer said it did a beta test of the new options last year, and they sold out in a little more than a week.
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.
The search to finding a well-fitting bra can be a sport in itself, and often times, ends with many women resigning themselves to a lifetime of discomfort by purchasing the wrong size or fit. David Spector and Spector declined to comment on this accusation but through their legal representation did emphasize that it is Zak and not Spector who is truly running the company.