The brand now services an estimated 87 percent of women. Whether this is through using technologies such as automation and AI to design and manufacture products themselves or to help target and deliver those products to the right customers in the most convenient way possible, technology is now the driving force behind all successful growth strategies in one way or another.
Yotpo says that customers have since been sharing the brand much more effectively and with the right people - in the first three months of launch, 22.3% of those customers who clicked on referral links went on to make purchases, and many of those referred customers ended up becoming repeat customers.
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.
Compare that to the in-store experience of the cold bright dressing room,” Cohen says, with a stranger measuring you, poking and prodding you.” ThirdLove uses that data to recommend the best size and style for purchase — and, ultimately, to create better products for all its customers.
This was evident with many of their choices such as the ever growing list of requirements for the stylists that weren't even possible (it was incredibly hard to try and defend their decisions when stylists would often come to me stressed and overworked), micromanaging their employees to where you could get an occurrence for using the bathroom (I was in a meeting where a manager was scared she would have to write up a pregnant stylist for this), letting go SF teammates that worked with the Chico office for no reason, and most recently doing a restructuring of the company” forcing support teammates that worked hard for this company for years to move up to either get demoted down to a fit stylist (starting) position or quit though no one did anything wrong.
It asks about your current bra brand, size, and fit to determine if you're wearing the right size—the company even offers half-cup in-between sizes in many of its bras—and has you compare your breast shape and location to artist renderings to ascertain your best ThirdLove bra style.
Heidi Zak, founder and CEO of ThirdLove (bras designed for the modern woman”), sure thought so. Knowing that bra shopping is such a difficult and frustrating experience for so many, Zak sought out to solve a problem” with the company, which is best known for innovative features like an online Fit Finder Quiz (no awkward dressing room required!), half-cup sizes, memory foam cups that re-form after wash cycles, a wide range of skin-tone bras meant for every complexion, a try-before-you-buy model, and more.
With the concept store, ThirdLove is seeking to replicate its digital experience by making shopping for a bra more convenient and more educational so women have the knowledge and support they need to know how a bra should properly fit, the company said.
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 ThirdLove's 78 sizes will be available to try on in the store.