Business 21 January 2017
A sexy brassiere may seem like the last thing that could be empowering, but thanks to a growing shift towards body positivity, the perception of lingerie has also started to change. Instead of corsets being used to please a lover, women now see undergarments as a symbol of embracing their own femininity. Bra startup brands like ThirdLove see this notion as ‘taking back the reigns’ on the lingerie concept, especially since most lingerie ad campaigns are usually geared towards pleasing the opposite sex.
“There’s an antiquated idea that still drives a lot of lingerie brands' marketing — at the core, it’s about what is sexy to a man,” says Heidi Zak, Co-Founder of ThirdLove. “At ThirdLove, we actually don’t use the word ‘lingerie’ at all, instead we empower women by giving them back the reigns when it comes to finding their bra size.”
"We empower women by giving them back the reigns when it comes to finding their bra size.” - Heidi Zak
Launched in 2013, the ThirdLove brand was co-created by Heidi Zak, an ex Google employee, who was was tired of ill-fitting bras and awkward department store fittings. Focusing more on fit, and less on appearance, Zak’s ThirdLove bra line offers cup sizes A to F, as well as in-between cup sizes to guarantee the perfect fit. Technology is also a key asset to finding the perfect ThirdLove bra, as the brand uses a special Fit Finder quiz and Sizing App tool to help size yourself at home.
“We provide women everywhere with the tools they need to size themselves from home through our Fit Finder and Sizing App,” says Zak. “We offer both an iOS App to size yourself from home (a few snaps in the mirror with a fitted tank top and an iPhone are really all you need), plus a Fit Finder quiz to find your perfect size in seconds on our website. It’s our goal to make it incredibly simple for women to find their size and the bra recommended for their shape at the click of a button.”
Interactivity and customization through social media also play a big role to the brand, as Zak states that platforms like Instagram and Facebook have allowed the brand to start helpful and honest conversations with customers. This helps the brand develop new styles and campaigns, as well as learning what consumers exactly want and need in a bra.
“We use social media as a place to educate women on breasts, bras, and sizing and help them find their perfect fit — answering many questions along the way,” says Zak. “We also use these communities as a way to ask about potential new styles, colors, or campaigns — we have a free focus group right at our fingertips.”
However, empowerment still is a big part of the ThirdLove mission, as Zak states that all women should always feel sexy and confident in all undergarment pieces. And being that no two women are the same bra size, the brand is always committed to using using real life women in their ad campaigns.
"Real women wake up in the morning and put on a bra, not lingerie" - Heidi Zak
“We design beautiful and comfortable bras and underwear — because real women wake up in the morning and put on a bra, not lingerie,” says Zak. “Yes, bras and women can be sexy — but they can also be so much more than that. Women are mothers, bosses, leaders, partners and so much more. Our customers wear our bras to work, while they’re out with friends, and when they’re just hanging out with their families — and we want them to always feel comfortable and confident.”
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Help! My Friend Is a No Show
Dear Armchair Psychologist,
I have a friend who doesn't reply to my messages about meeting for dinner, etc. Although, last week I ran into her at a local restaurant of mine, it has always been awkward to be friends with her. Should I continue our friendship or discontinue it? We've been friends for a total four years and nothing has changed. I don't feel as comfortable with her as my other close friends, and I don't think I'll ever be able to reach that comfort zone in pure friendship.
Dear Sadsies,I am sorry to hear you've been neglected by your friend. You may already have the answer to your question, since you're evaluating the non-existing bond between yourself and your friend. However, I'll gladly affirm to you that a friendship that isn't reciprocated is not a good friendship.
I have had a similar situation with a friend whom I'd grown up with but who was also consistently a very negative person, a true Debby Downer. One day, I just had enough of her criticism and vitriol. I stopped making excuses for her and dumped her. It was a great decision and I haven't looked back. With that in mind, it could be possible that something has changed in your friend's life, but it's insignificant if she isn't responding to you. It's time to dump her and spend your energy where it's appreciated. Don't dwell on this friend. History is not enough to create a lasting bond, it only means just that—you and your friend have history—so let her be history!
- The Armchair Psychologist