ThirdLove: A bra brand built on 600 million datapoints

Stephen Whiteside

ThirdLove, a bra and underwear brand, has tapped the power of digital data in an attempt to disrupt an entire category.

ThirdLove, an online bra and underwear retailer, draws on a mass of precise numbers to understand the most personal and intimate of products.

“We use data to connect with our customers, create better experiences, and, ultimately, create a better product,” Ra'el Cohen, ThirdLove’s chief creative officer, told delegates at the 2018 CommerceNext conference in New York.

Central to this effort is “Fit Finder”, a digital questionnaire that takes less than five minutes to complete, and asks a visitor to ThirdLove’s website about the size and brands of bra she has previously worn, any consistent sources of discomfort, and her breast...

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