ThirdLove
Sell fit, not photos
ThirdLove invented half cup sizes and built a brand on getting fit right. Online, that promise runs straight into the hardest problem in apparel ecommerce: the customer cannot try it on, and the wrong answer comes back as a return.
01 — The challenge
A catalogue deep enough to be useful, and deep enough to be paralysing.
The range spans t-shirt, wireless, plunge, push-up, strapless, full coverage and minimizer bras, plus underwear, lounge and active — across a size grid that includes half cups. Every one of those axes is a reason a shopper stalls.
And the decisive information is not on the product photo. It is in the fit: which band, which cup, what happens to a specific body in a specific style. Left to a standard Shopify collection grid, the site asks the customer to guess, and returns quietly absorb the mistake.
Nobody abandons an intimates cart because the photo was bad. They abandon it because they are not sure it will fit.
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9
Bra style categories the navigation has to keep shoppable
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2 min
Guided Fitting Room quiz used as the primary entry point
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1
Shopify storefront covering DTC, retail locator and brand programmes
02 — Our approach
Put the fit quiz where the doubt is, and let other people's bodies answer it.
The Fitting Room quiz is not buried in a help menu — it is a persistent entry point from the homepage, the collection pages and the product pages, so it meets the shopper at the exact moment they hesitate. Answer a handful of questions, get a size and a shortlist, skip the grid entirely.
For shoppers who do want to browse, the collections lead with need rather than SKU: five-star favourites, new arrivals, no-show staples, and filters by style, coverage and collection rather than by internal category names. Shoppable video sits on the homepage so the product is seen in motion, on real people.
Product pages are built to close the fit question. Band and cup selection includes half sizes, the size guide is inline, and the review section is filterable by cup size and fit so a shopper can read someone shaped like her instead of an average star rating. "Complete the look" handles the basket size after the decision is made, not before it.
Around the store, the brand pages carry the credibility that a discount cannot: the founders' story and why half cups exist, the TL Effect mentorship programme, the testimonials hub, and a locator for the retail partners who carry the range.
Working with Web Tonic has been a fantastic experience from start to finish. Their team took the time to understand our business goals and delivered exactly what they promised. Communication was excellent, and we've already seen a noticeable improvement in our online visibility. Highly recommended!
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