Heidi Zak Of ThirdloveHeidi Zak (left) and Ra'el Cohen, founders of ThirdLove. Continuing her crusade against Razek, Zak further describes Victoria's Secret's ignorance, noting how obviously they market towards men selling a male fantasy to women” and the complete disregard for the reality we live in: the reality where women go to work, breastfeed their children, play sports, care for ailing parents, and serve their country” and aren't limited by archaic ideas of femininity.
That attitude and its hardworking Chico branch has meant success to the company, founder and co-CEO Heidi Zak and her husband co-CEO David Spector told a crowd of more than 500 on Wednesday evening during a celebration at the business for employees and the community.
The company has come a long way from its original data collection system — asking women, via a Craigslist ad, to come to its San Francisco headquarters wearing their best bra and take a photo of their breasts with an app that could calculate their bust size.
Women can now size themselves accurately in the comfort and privacy of their own homes using the ThirdLove Bra Sizing App , in addition to a Fit Finder quiz facility on the company's website, while the company has also developed half-cup sizes for all cups from A to E.
Compare that to the in-store experience of the cold bright dressing room,” Cohen says, with a stranger measuring you, poking and prodding you.” ThirdLove uses that data to recommend the best size and style for purchase — and, ultimately, to create better products for all its customers.
But more than 30 percent of women are in between standard cup sizes—and they are all too keenly aware of it day in and day out as they uncomfortably tug at their bra straps. I walked out of the store with a bra that didn't really fit, and I had that pink-striped bag in my hand and I took it and stuffed it into my backpack because I was embarrassed to be shopping there,” she said during an interview for this story.
FOR MOST women, shopping for a bra can be an ordeal, to say the least, a horrific experience on par with shopping for bikinis and just as bad as shopping for jeans. After recognizing a huge whitespace Heidi Zak opportunity and drastic need for change in the stagnant $100BN+ global intimates market, Heidi and David founded ThirdLove in 2013 to create perfectly fitting bras for women of all shapes and sizes.