ThirdLove set out to face two huge challenges in the bra industry: designing a fit for all women and selling it with no risk to the customer. Their solutions — the Fit Finder quiz and try-before-you-buy program — changed how people buy bras online.

Early manufacturing mistakes and marketing struggles could have spelled the end for the brand, but ThirdLove found creative, radical solutions. ThirdLove has found success in a better fitting product designed for all women, with a risk-free buying experience, and a brand voice focused on inclusivity, that’s driven by data.

On this episode, Heidi Zak talks about lessons she learned from her time at Google, experimenting with retail distribution models, marketing on television, opening a showroom, and the events that changed the course of the company.

Links and images from this post are on the Lumi Blog.

Bonus Episode: The 5 C's of Think Media Culture - We are Hiring!