ThirdLove introduces a 3D online bra fitting assessment
In a bid to enhance customer satisfaction and fit accuracy, ThirdLove, a leading digitally native women's underwear brand, has announced the launch of a revolutionary 3D online fit quiz called "The Fitting Room." This innovative tool is set to provide personalized recommendations based on individual measurements and preferences, further solidifying ThirdLove's commitment to fit and comfort.
The decline in market share for top women's underwear brands such as Victoria's Secret, Fruit of the Loom, Jockey, Maidenform, and Vanity Fair has been observed over the past decade. This trend, however, has created an opportunity for relatively young brands like ThirdLove to gain momentum. Coresight Research reports that these traditional brands collectively lost 10.4% of their market share from 2013 to 2018, a decline that has been attributed to their struggles with inclusivity and comfort.
ThirdLove, Adore Me, and Lively are some of the brands capitalizing on this gap in the market. They have been successful in offering products that cater to a wider range of sizes and prioritizing comfort, areas where traditional brands have struggled. ThirdLove, founded in 2013, currently offers 78 sizes for bras and even half sizes, a testament to its commitment to inclusivity.
"The Fitting Room" is an extension of ThirdLove's existing practices, aiming to provide an enhanced fit experience. The new quiz uses 3D rendering and animation, asks users to identify "trouble areas" on their current bra, and incorporates positive affirmations and humor to make the process more engaging and enjoyable.
The quiz also includes smart sizing that considers how the user's body and bra size change over time. This feature is particularly significant as it addresses a common issue customers face when their bodies change, often leading to ill-fitting undergarments.
ThirdLove is leveraging existing data to improve upon its fit experience, a core piece of its brand. The company initially launched Fit Finder in 2016 to address common problems customers had with bras. "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.
Despite the challenges posed by the pandemic, e-commerce has seen a boost, a trend enjoyed by digitally native brands like ThirdLove. However, during one of the first weeks that the pandemic was noticeably impacting the U.S., online spending at ThirdLove dropped 39% week over week. This dip was temporary, and the brand has since recovered, demonstrating its resilience in the face of adversity.
In conclusion, ThirdLove's new 3D online fit quiz, "The Fitting Room," is a testament to the brand's commitment to innovation and customer satisfaction. By providing a personalized, interactive, and engaging fit experience, ThirdLove aims to further differentiate itself from traditional brands and continue its growth in the women's underwear market.
- Amidst the pandemic, ThirdLove, a digitally native women's underwear brand, is updating its fitting experience with "The Fitting Room," an AI-powered 3D online quiz, to cater to customers' changing body sizes over time.
- ThirdLove's research on customer complaints about ill-fitting undergarments led to the launch of its original Fit Finder quiz in 2016, providing data for the development of "The Fitting Room" and its smart sizing technology.
- As fashion-and-beauty and technology industries evolve, ThirdLove's innovative approach to inclusivity, comfort, and personalized fit recommendations is redefining the women's underwear market, outpacing traditional brands like Victoria's Secret, Fruit of the Loom, Jockey, Maidenform, and Vanity Fair.
