ThirdLove – Bras That Fit In Half Sizes

by Paul Simister on June 8, 2017

The story of ThirdLove caught my attention and I thought I’d share it with you.

First I’ll admit that I like looking at bras and boobs but I don’t really know much about them.

I knew about cup sizes and where my personal preferences lie but I’d never really thought about the issue of fitting a bra but it seems that 50% of women fall in between the standard cup sizes and “making do” causes some problems.

ThirdLove have two solutions:

  1. They have introduced half cup sizes. It makes sense to me that, if you have half sizes in shoes, why not have half sizes in bras.
  2. They provide extensive advice on how to measure breasts and even have a special app.

You can learn more about ThirdLove and how they developed.

What Can You Learn?

In my key questions of differentiation, the sizing question falls into the “how much” quantification category of questions, as in “how much boob has to be supported by the cup?” Help with correct sizing will be part of differentiating by how.

Do you have a similar opportunity in a market well away from lingerie?


Are customers making do with something that doesn’t really suit them? Is it causing enough problems to make a cure an attractive option?

What key industry assumptions are made by everyone but need to change to deliver greater customer benefits and to solve customer pains?

Is there a way to make it easier for customers to assess whether they are different and need special treatment away from the mainstream market?

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