Heidi Zak, CEO ThirdLoveThe brand now services an estimated 87 percent of women. 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.
When I started ThirdLove, I set out to create a brand that all women could rely on. So with a promise like Bras and underwear for every body” comes a responsibility to uphold it. It's not an empty tagline that we preach because it sounds nice; it's a way for us to hold ourselves accountable….
ThirdLove is famous for its game-changing Fit Finder® tool (used by over 12 million women); and, most recently, for a well-publicized spat with Victoria's Secret More importantly, Zak and designer Ra'el Cohen have created a modern, beautifully-fitting t-shirt bra that's pretty close to perfect.
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.
Whether they're developing the online experience, interfacing with our customers directly through customer service, or creating email content for social or marketing, all of it goes back to what does our customer want and how can we make her life better.
One that includes adjustable lighting, digital measuring systems, three different types of dressing rooms and 78 bra sizes to choose from. Thirdlove innovated a fuller range that acknowledged the variety of women's bodies, including half-cup sizes that allowed for an even greater level of precise measurement.
It was the eleventh hour and I had two options: Head out to the store to try on dozens of bras or stick with the ill-fitting option I already owned. Heidi Zak Many women also don't feel comfortable with current options for getting fit for a bra, which is why our sizing app has become so popular.