Heidi Zak was never a fan of the bra shopping experience and that was solidified in her early 30s when she needed to purchase a bra for a Google holiday party — she previously served as senior marketing manager at the tech company — and went to Victoria’s Secret.
“I went and there were the angels and the feathers and the smell,” Zak said. “I found myself with a bra that didn’t fit. That was a moment of revelation for me that I was shopping at a store I didn’t love.”
This informed the launch of ThirdLove, a digital intimate apparel brand that lets shoppers purchase a bra online and determine their size using the Fit Finder survey, which has collected 600 million data points on bra sizes.
Zak believes that the next revolution for apparel is personalization, and ThirdLove works toward this with the Fit Finder and its breadth of bra sizes — ThirdLove offers 70 while competitors such as Aerie, Calvin Klein and Victoria’s Secret have around 30. ThirdLove is also the only brand to offer half sizes and launched the New Nakeds, which caters to a variety of skin tones.
Internally, Zak said she’s created a culture of innovation for her
Follow WWD on Twitter or become a fan on Facebook.
Read More…