Daily Insights

Figure Fit Out

By: Ben Romero | Aug 27, 2019

ThirdLove is figuring fit out. Founded in 2013, the brand takes direct aim at legacy competitor Victoria’s Secret with a data-informed line of bras, underwear, and other intimates. 

In fact, ThirdLove text ads appear directly on brand terms on Google like “vs date bra.” according to Gartner L2’s Digital IQ Index: Specialty Retail. The disruptor even went so far as to write an open letter to Victoria’s Secret. The brand has made sizing and fit central to its mission: it features 78 sizes on site and heavily promotes quarter sizing options on social channels. ThirdLove also features a self-service fit finder in primary navigation. The 60-second fit finder asks a series of questions around bra-sizing and accounted for 28% of the brand’s total site traffic in the second quarter of 2019. 

Last July, the brand opened a new concept store in Soho, New York City which prioritized sizing and fit concerns offline as much as it does online: 60% of square feet is occupied by dressing rooms, and the store has unique features to alleviate fit concerns, like daylight and twilight lighting options. The brand plans to keep the concept store open through the end of the year, recording observations and insights for future pop-up stores viaFacebook Live sessions for now. Index brands should watch to see how ThirdLove maximizes this store investment to compete with legacy brands throughout its digital experience.