ThirdLove Unveils Loungewear As Intimates Business Matures

As its core intimates business matures, digitally native brand ThirdLove entered the loungewear space and launched a new marketing campaign among other initiatives in the first quarter to further propel growth. "This past month, I think we’ve launched more than we have over the entire past 12 months," said Heidi Zak, ThirdLove's CEO, of the company's wide-ranging efforts, during an interview with Adweek. Beyond bras and underwear The intimates brand's expansion into loungewear is its first big foray outside its bra and underwear business. "I think we’re finally at a scale where it makes sense," Zak said. Lounge products include a knit dolman T-shirt for $50, a French terry short for $60, a French terry jogger for $65 and a woven shirt for $60. That's not to say ThirdLove is neglecting bras altogether—it also introduced a new version of its wireless bra. In addition, Zak said the brand has plans to unveil more new products throughout the year. A time for humor And to keep the brand in the minds of consumers, the company began broadcasting a new ad campaign by Harmon Brothers, it's first with the creative agency, under the tagline "Your boobs deserve ThirdLove." So far, the spot has garnered nearly 500,000 views on YouTube alone. The campaign deploys humor to reach its female audience, a shift in messaging from the more sober formula of identifying a problem and then offering g a solution, Zak said. "We just really felt like, especially right now, everyone can use a little bit of levity, and laugh," she said. "These are real moments that women actually have, whether that’s your nipples showing in a meeting or your bra lets you down during a date, or as a mom not having a great fit and feeling like everything is everywhere," Zak went on to say of the campaign. ThirdLove is using assets from the campaign on social media platforms, as well as running shorter 15- and 30-second spots on streaming services and OTT. Into 'The Fitting Room' In addition to new products and a new campaign, ThirdLove is providing new solutions and services. In January, the brand unveiled its virtual platform called "The Fitting Room," which includes an online fit quiz and 3D animations to help customers find the best fit for their bras and underwear. It's the successor to ThirdLove's Fit Finder, which was launched in 2016 and was used by nearly 18 million women. Not only did the tool help women find the ideal size for their undergarments, ThirdLove gleaned insights from customers that it used for product development, leading it to offer a half-cup and 80 different sizes. The Fitting Room takes into account each individual's circumstances, including life stage and body changes. Meanwhile, ThirdLove began selling what it calls its first influencer kit with model Devin Brugman, with whom the brand has collaborated previously, particularly on ad campaigns. The kit is essentially a curation of ThirdLove products by Devin Brugman, who co-founded A Bikini a Day and Monday Swimwear, combining her preference for lace and classic silhouettes. "And then she's promoting that kit as well on her channel," Zak said of the partnership.