She chopped the legs off a pair of control-top pantyhose to create her prototype. The resulting product was an immediate hit with women. Spanx has since expanded its assortment to include activewear, denim and even men's shapewear. According to Blakely, product innovation will continue to be a priority. As more women seek out comfortable pieces to add to their wardrobes, the shapewear space has grown even more competitive.
HanesBrands has expanded to shapewear through its Bali and Maidenform brands. By Rachel Makinson On Oct 28, You might also like More from author. Building Brands. Prev Next. Subscribe Now. Welcome, Login to your account. Forget password? We'll send you new resources and updates every Wednesday.
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You couldn't really measure the return you were going to get so we didn't do it. The power of women discovering the brand from other women was actually a better strategy. The aunt telling her niece; one woman to a college friend. There's something about saying, 'look, feel my back, no lines' that's powerful. Look at how big social media has become now. People trust advice. In the New York flagship Bloomingdale's on 59th Street, Spanx has an "in-store shop" , as they call it: a store within a store, all very on-message with the company's trademark bright pinks and reds and candy jars and lava lamps.
The brand's reliance on word of mouth and woman-to-woman advice is evident in just a few minutes browsing the racks. An older lady with a Margaret Thatcher bouffant has been sent by her daughter to try the footless pantyhouse, Spanx's first ever product, still a hit almost 12 years on. In Spanx's early days -- and today, to a lesser extent -- the brand's cherry-red, cartoon-adorned packaging was crucial in setting the brand apart from its competitors in the beige hinterland of the lingerie floor, where bored-looking women gaze out from a neutral-colored pantyhose packet, maybe stroking a leg.
Blakely knew early on that, without advertising, she needed to attract attention on the racks themselves. Blakely cut out eyes, noses and ears from magazines, figuring out how she'd like her cartoon alter ego to look. Today, blonde, pony-tailed Sunny is still the brand's 'mascot', although she'd had a few makeovers since Blakely also abhorred the way she felt lingerie companies talked down to women in their marketing.
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