When it comes to not-so-pleasant aspects of being a woman, bra fittings fall somewhere between eyebrow waxes and Pap smears. However, Tulane University alumnus David Spector and his wife Heidi Zak have cofounded ThirdLove, an online lingerie company that makes it possible for women to get an accurate bra fit without leaving their homes. The expert fitter? A smartphone app.
"A woman can get fit and sized, all from her smartphone," Zak says. "You put on a tight tank top, take two pictures in the mirror, and we are able to calculate the size of your body in relation to the phone itself."
Developed by ThirdLove's in-house team of computer engineers, the one-of-a-kind technology has seven patents, with four additional patents pending. To guarantee a perfect fit, ThirdLove offers half-cup sizes. "A lot of women are between an A and a B or a B and a C," Zak says. "I am one of them. So I wear a half-cup and have a bra that fits me well for the first time in my life."
Because ThirdLove sells directly to consumers and doesn't have the overhead costs associated with a brick-and-mortar storefront, customers get lower prices. "We are building a brand that gives a woman luxury lingerie at an affordable price point," Zak says. "The materials we use are on par with a bra that might be sold at a department store for $80 to $120, but we sell them for $39 to $74."