We’ve recently experienced a shift from stereotypical models in lacy bras to real, strong women of all shapes and sizes wearing bras that not only look great but also fit great. 

And that’s where undergarment disruptor ThirdLove comes in.

A self-described power shopper, Veronique Powell, Vice President of Operations and Strategy at ThirdLove, discovered the brand while shopping for a bra herself.

She joined ThirdLove in 2015 when the company was employing just 9 people and helped scale it to around 200 people today.

Listen in as Veronique discusses her passion for inclusivity, and how she helped make ThirdLove one of the most inclusive underwear brands in America.

Plus, hear Veronique’s take on going after Victoria’s Secret. 

Prentice’s Takeaway* ThirdLove is every bit a Lightning Rod brand. They’re willing to go on the attack to protect their core beliefs and values (like when they went after Victoria’s Secret). It’s no longer a risky PR move to speak up. Consumers value authenticity and rise up to support brands that align with their values.

Show Highlights* Veronique’s experience at Gap and moving to a bra startup * ThirdLove’s half sizes and fit technology * How does one confidently buy a bra online? * ThirdLove’s Fit Finder quiz tool * Collecting data to improve customer experience * Bra hooks and aging * Price point vs. frequency of buying a new bra * Post-purchase marketing messaging * Growing the tribe of new customers * Try before buying * Use a hybrid mix of in-house and agency work * Sponsoring shows on Hulu (Mrs. America) * Importance of half sizes * Victoria’s Secret and the infamous NYT letter * COVID impact

Resources* Veronique’s LinkedIn * ThirdLove Facebook * ThirdLove Twitter * ThirdLove Instagram