Dive Brief:
- Sticking to its core promise of a perfect fit, ThirdLove announced plans on Tuesday to launch a new 3D online fit quiz called "The Fitting Room," according to a release emailed to Retail Dive.
- "The Fitting Room" uses data from 17.6 million women who used ThirdLove's original Fit Finder quiz to create accurate fitting and sizing recommendations.
- Using 3D rendering and animation, it asks users to identify "trouble areas" on their current bra, and the process also relies on positive affirmations and humor. The quiz includes smart sizing that considers how the user's body and bra size change over time.
Dive Insight:
As many of its direct-to-consumer peers expand to new categories or launch new brands, ThirdLove is using existing data to improve upon its fit experience, a core piece of its brand.
ThirdLove, founded in 2013, initially launched Fit Finder in 2016 to find the common problems customers had with bras. The company has updated the online tool over the years.
Though the pandemic was largely a source of woe for the industry last year, it was also responsible for a boost in e-commerce — a trend enjoyed by some digitally native brands. During one of the first weeks that the pandemic was noticeably impacting the U.S., however, online spending at ThirdLove dropped 39% week over week, according to Edison Trends data.
Many top women's underwear brands are losing momentum. Victoria's Secret, Fruit of the Loom, Jockey, Maidenform and Vanity Fair saw their combined 51.6% in market share in 2013 drop to 41.2% by 2018, according to Coresight Research. The fallout of top brands provides an opportunity for relatively young players like ThirdLove, Adore Me and Lively to flourish in areas where many name brands missed — inclusivity and comfort.
For ThirdLove, fit and comfort have always been part of the brand's message. Over the years, ThirdLove has expanded to 78 sizes, and also offers half sizes for bras.
