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Returnable Underwear Is the Future of Retail - Racked

In 2015, Heidi Zak had created the perfect bra. She just couldn’t get women to try it on.

Frustrated with the bounty of ill-fitting bras that dominated the lingerie market, Zak left her job at Google and founded ThirdLove in 2013. The first bra the online-only company offered — the 24/7 Classic T-Shirt Bra — emerged out of two years of market research and thousands of fit tests. “We knew that if someone put on the bra, she loved it,” says Zak. “But there’s this fear with purchasing the unknown, the unknown brand, especially one that’s making a claim that may be hard to believe, a bra so comfortable you might not want to take it off,” she says. “So we brainstormed: How can we get women to just try the product?”

The answer: Give it to them — for free — for 30 days. With ThirdLove’s Try Before Buying program, for the cost of shipping ($2.99), women can order a bra, take off the tags, and wear and wash it for 30 days before deciding whether to pay $68 to...