Heidi Zak spent the past decade thinking about bras so millions of women and bra wearers don’t have to. That’s the idea behind ThirdLove, the San Francisco–based lingerie brand Heidi started in 2012 with co-founders Ra’el Cohen and David Spector. 

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” If you have a great-fitting bra on, you need to never ever think of it,” claims Heidi. “You should not change your band. You should not really feel the cord jabbing in. You should not really feel unpleasant.”

Heidi Zak wearing a blush shirt standing in front of displayed bras in a ThirdLove space.
Heidi Zak could not locate the ideal bra dimension, so she as well as her founders introduced ThirdLove to assist countless bra users locate theirs. ThirdLove

Following a much less than outstanding buying experience in which Heidi purchased a bra that really did not fit right, she assumed, “There’s obtained ta be something much better.”

Heidi’s experience is shared by the 80% of females that are all using the incorrect bra dimension. ThirdLove is resolving this trouble by utilizing innovation as well as information to use two times as numerous sizing alternatives as well as devices to assist people locate the ideal dimension.

In this episode of Shopify On Location, Heidi shares just how ThirdLove discovered its item market fit by assisting females locate their excellent bra fit.

Collecting consumer responses as well as information prior to launch

Since sizing as well as fit were one of the most crucial elements for Heidi as well as her founders, they employed the assistance of possible clients to try out their examples. “We were a scrappy onset start-up,” claims Heidi. “Therefore we placed an advertisement on Craigslist to obtain item responses.”

A group of five women wearing bras and underwear from ThirdLove against a brown-colored backdrop.
The females of San Francisco came to be the initial team of beta testers to attempt ThirdLove’s bras. ThirdLove

The females of San Francisco welcomed the welcome. Hundreds got in ThirdLove’s two-storey walkup rental room to obtain undressed as well as examination out the brand name’s bras.

This very early pre-launch information collection was vital for ThirdLove as it checked out the idea of fifty percent mugs, something distinct to the brand name.

” Footwear have half dimensions, currently bras do as well,” claims Heidi.

Building count on with item assurances

One of the significant means ThirdLove aids people locate their excellent fit is with its virtual fitting room. The smooth circulation of inquiries, images, as well as tips for measuring has actually permitted greater than 18 million females locate their dimension– as well as frequently, it’s not the dimension they anticipated.

” Sixty-five percent to seventy percent of females that do our dressing room online pertained to learn we’re advising a dimension that is various than the dimension they’re using,” claims Heidi. “That’s a huge jump of confidence.”

To reduce the effect of that jump, ThirdLove ran a program called Attempt Prior to You Get, permitting clients to experiment with bras devoid of danger (clients pay just the delivery expense) to totally experience the ThirdLove distinction.

Three models wearing bras and underwear from ThirdLove against a brown background.
ThirdLove originally ran an Attempt Prior to You Get program to obtain clients’ count on as well as construct brand name acknowledgment. ThirdLove

” That advertising program in the very early days of ThirdLove prior to we had brand name acknowledgment was significant for us, due to the fact that it actually obtained clients over the difficulty of being fretted about attempting a brand-new brand name as well as a brand-new dimension,” Heidi claims.

Adjusting to progressing consumer requires

A whole lot has actually transformed in the previous years, consisting of clients’ choices for bras. It’s an advancement ThirdLove has actually adjusted to by boosting its item offerings. “We developed our service with the underwire bra as the core,” claims Heidi. “Throughout COVID, we saw a rise sought after for cordless.”

Not just did ThirdLove use even more cordless alternatives, it additionally got in the sporting activities bra market. Various other brand names typically utilize letter sizing for sporting activities bras (little, tool, big). ThirdLove took a various strategy.

” We introduced sporting activities bras concerning a year back, which’s been actually fantastic, due to the fact that there’s a great deal of business marketing sporting activities bras, however they’re not actually coming with it from the healthy viewpoint that we do,” claims Heidi. “So our sporting activities bras have a mug as well as a band related to them, much like normal bra sizing.”

Two rows of bras on hangers along with a mannequin in a dressing room of a ThirdLove retail store.
ThirdLove broadened its item offering, developing sporting activities bras, athleticwear, as well as loungewear, by paying attention to consumer requires. ThirdLove

In enhancement to sporting activities bras, ThirdLove remains to fulfill clients where they are by introducing brand-new items based upon patterns as well as need: The firm has actually lately ventured right into both sports wear as well as loungewear.

To listen to even more concerning ThirdLove’s link to San Francisco as well as its trip from fundraising to retail growth, pay attention to Heidi’s complete meeting on Shopify Masters.

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