How ThirdLove channeled data (and passion) into category disruption

ThirdLove, the direct-to-consumer underwear brand for women, has disrupted a category that was rife with pain points for customers.

Heidi Zak, co-founder/co-CEO of ThirdLove, has two compelling narratives – one of anger, one of outrage – that define the founding and growth of ThirdLove, the direct brand that declares itself “the fastest growing and most disruptive brand in the lingerie industry.”

Heidi Zak, co-founder/co-CEO, ThirdLove

The first tale tracks back to 2012, when Zak was finishing up what would become her second – and last – year as a Google senior marketing manager.

“I needed a bra,” she recalled to some 1,400 delegates at the Interactive Advertising Bureau’s (IAB) 2019 Annual Leadership Meeting (ALM). “I did what I had...

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