Heidi Zak, CEO ThirdLove

Heidi 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.
ThirdLove, the data-driven bra company founded in 2013 by former Google marketer Heidi Zak (who was inspired after she struggled to find a bra that didn't gap or tug), has gained a reputation for making some of the best-fitting bras and having one of the easiest at-home try-before-you-buy programs.



For instance, she felt not enough people told her how hard it was going to be, whereas I wished more people had told me how doable it all is. It took Zak a few months to bond with her first child, something a lot of women go through, but few openly talk about.
Whatever her shape or size, I want every woman to see herself reflected in our brand — and hopefully all brands — and feel welcomed by the retail landscape This is just the beginning, but my hope is that the majority of women will soon be able to find their size — whether petite, tall, big or small — in all shops and online retail destinations.

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.
One that includes adjustable lighting, digital measuring systems, three different types of dressing rooms and 78 bra sizes to choose from. Thirdlove innovated a fuller range that acknowledged the variety of women's bodies, including half-cup sizes that allowed for an even greater level of precise measurement.

They also wanted a superior product that was more comfortable, better fitting and offered more size options than any other lingerie Heidi Zak brand. Victoria's Secret continues to dominate the market, and I don't think they have changed or seem to be changing anytime soon.

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