Despite many people's best efforts, it's hard to set anything approaching strict rules around something as subjective as bra fit. Even when you know your preferred size, changing brands or styles could mean wearing another size. So much of bra fitting is "fuzzy." There's no single formula that works for every body.
I confess, I felt a bit skeptical about the whole app fitting process. ThirdLove's bra selection includes balconette, plunge, and t-shirt styles in both regular cup sizes and "half cup sizes." The company also offers a limited selection of loungewear/daywear. It's a virtual fitting and shopping experience, requiring no person-to-person interaction at any stage in the process. Their app sizes you using image recognition technologies and then recommends bras from their in-house collection for purchase. ThirdLove is explicitly about disrupting the traditional approach to lingerie, removing both brick-and-mortar boutiques and mainstream brands from the lingerie shopping experience. This is the gap ThirdLove is attempting to fill. Furthermore, the rise in mobile technology has created another gap, particularly for brands that have opted not to create apps or mobile-friendly websites. The lingerie industry's almost glacial response to online marketing (and their larger resistance to technological integration overall) has created a void that many other companies are all too eager to fill. Heck, many people even prefer to buy things online. While that kind of posturing may sound endearing to their other soon-to-be-obsolete peers, there's an entire generation (and, very shortly, two or three generations) who is accustomed to buying things online. Every season, I speak to brands and retailers at lingerie market that are proud of not having a website, email list, or social media prescence (often with the refrain, " Our customers aren't online"). Just yesterday, I read an article on The Lingerie Journal waxing poetic about the "good old days" of pre-internet retail.
The lingerie world has always been resistant to change and reluctant to adopt new technologies. Despite numerous (and overwhelmingly positive) features in publications like Fast Company, Refinery29, The Business of Fashion, and Vogue, the intimate apparel industry has had a notably cool response to these new companies. and Adore Me) that have taken the worlds of tech and fashion by storm. Refer to the table below.ThirdLove is one of several lingerie startups (the others being True & Co. The cup size can be calculated using the difference between bust size and band size. Refer to the table below for some size measurements, though some variation from the published measurements is possible. However, band sizes come in different measurements in different countries, in that sizes such as small, medium, and large, equate to different measurements. The band size is the size of the bra band around the torso. The two major aspects of bra size are the band size and the cup size. Some signs of incorrectly fitted bras include the band digging into the torso or sliding upwards, red marks, shoulder or neck pain, the breasts overflowing around the edges of the bra, and the bra's center panel not lying flat against the breast, among others. A 34B bra from two different companies, for example, may not fit the same person because of this lack of standardization. These vary largely between countries, and even manufacturers, making it difficult to use these measures as anything more than an approximate fit. Part of the issue is the lack of standardization regarding band and cup sizes. Studies have revealed that the most common mistake made by women when selecting a bra was to choose too large a back band and too small a cup. While data collection methods between various sources is not consistent and these percentages may be inflated, incorrectly fitted bras are nonetheless a significant issue, evidenced by the number of studies, articles, and complaints surrounding the issues women face due to a lack of size standardization. Surveys and studies often cite that anywhere between 70-85% of women wear incorrectly fitted bras.
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