ThirdLove shows how direct brands grow beyond digital into legacy media

Geoffrey Precourt

ThirdLove, the direct-to-consumer underwear brand for women, has found that legacy media can help it engage consumers in ways that complement its digital communications.

ThirdLove fashions itself as “the fastest growing and most disruptive brand in the lingerie industry.”

Heidi Zak, co-founder/co-CEO, ThirdLovePhoto Credit: IAB

Within the even larger realm of youthful direct brands, it also has distinguished itself as a crossover product that has moved away from online-all-the-time marketing to mainstream-media exposure.

“Television is definitely a growing channel for us,” Heidi Zak, ThirdLove’s co-founder/co-CEO, told delegates at the Interactive Advertising Bureau’s (IAB) 2019 Annual Leadership Meeting (ALM).

“There’s something physical about TV ... Something physical that someone touches. In some ways, it's just more real.”

And “real” is a key attribute...

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