Spanx, Inc. is an American underwear maker which is founded in Atlanta, Georgia, the USA. Spanx products are solution to many problems of female figure. They help to emphasize the contours of the body and hide certain problem areas, garments are intended to make people look thinner than they actually are. The company mainly manufactures pantyhose and other underwear for women. Since 2010 it produces male underwear as well. During last 10 years Spanx has grown into a big business, its annual income is $ 250 million, while only 125 people are involved in the manufacturing process, 90% of the stuff are women. Sara Blakely, the founder of the company, is the youngest woman billionaire according to Forbes magazine.
HISTORY
The founder and sole owner of Spanx is Sara Blakely. The company was founded in 2000. Sara is 42 years old now. She is in the 1342th place among 1426 the richest people in the world with company’s annual profit of more than 250 million dollars.
After graduation from Florida State University (FSU), she got a job in a successful local stationery company Danka that was selling fax machines door to door. Sarah has become one of the best sales representatives. It seemed that life is perfect and nothing unusual can happen.
Once Sara Blakely was invited to a party. She wanted to look perfect as any woman in the world. And she decided to use underwear that would provide a smooth look under white pants. But there was a problem - all pantyhose look really awful. Armed with scissors, she cut off the feet of pantyhose. Her “creation” looked nice, but it was too inconvenient, so Blakely promised herself that she would develop her own concept of women's slimming undergarments. During the next year she carefully studied the techniques, fabrics, production schemes of similar products. Sara invested her life-savings of $5,000, moved to Atlanta, where she developed a hosiery concept predominantly on her own.
The creation of the initial prototype and involved Blakely, her mother and her friends who personally tested the garments. Such tests were innovative at the time, as the industry did not test products with people. Blakely found out that the industry had previously been using the same size waistband for all hosiery products to cut costs. A rubber cord was inserted into the waistband. Blakely created different waistbands to suit different-sized consumers. As a result, she designed a prototype of undergarment the way she saw it without disadvantages that she noticed in the industry.
The next step on Sara’s success path was to find a factory that would work with her and that would bring to life her idea. Everyone whom Sara called with suggestion politely refused because they believed that Sara’s products were delusions and believed that no one ever would buy it. But fortunately there was one person who agreed to work with Sara Blakely. He did this on advice of his daughters, who saw the real necessity of the appearance on the market such underwear from female point of view. At that moment Sara understood that there are no bad business ideas. We need to present the idea and the plan correctly and to find people who want to be engaged in its development.
While working on the release of the first samples of Spanx, Sara Blakely has understood some innovative ideas that became the basis for the future success of the product. First - she started to produce underwear in sizes, unlike competitors at that time. Second - Blakely was against using dummies for testing of new products. She gave this job to ordinary women and basing on their feedbacks she made adjustments to Spanx products.
PATENT
When Sarah has found a factory for the production, she thought that her idea should be patented. She faced two problems. The first one was that lawyers did not want to believe in success of the plan and did not take it seriously. The second problem was that the price of the patent was huge, 5,000 dollars. At that time Sarah could not afford such expenses. Therefore she took a lot of books and self-issued a patent.
PACKAGING
The packaging for products Sarah also designed herself. All boxes of existing underwear were certainly in beige tones and Blakely decided to use something bright like red. The design took 3 months. Blakely knew that she needed to attract attention on the racks themselves. She 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 2000.
Blakely also abhorred the way she felt lingerie companies talked down to women in their marketing. “I literally was writing things on the packaging how I’d tell a girlfriend,” she said. “It wasn’t saying, ‘it’s the sheerest of the sheerest most sheer elegance.’ Just, ‘it makes your butt look better.’”
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.
BRAND NAME
Sara knew that Coca-Cola and Kodak were the two most recognized brand names in the world, and that both contained a strong "k" sound. She read that the founder of Kodak liked the sound so much that he used it as the beginning and end of his brand name and then proceeded to create a functioning word based upon this foundation. The name "Spanks" eventually came to Blakely, and she decided to replace the "ks" with an "x", as her research had shown that constructed names were more successful and were easier to register as a trademark. Blakely then used her credit card to purchase the "Spanx" trademark on the USPTO website for $ 350.
FINDING DISTRIBUTION CHANNELS
After the factory linen samples and packaging sample were ready, Sarah started to look for sales channels. She appealed to the Neiman Marcus Group and conducted a personal meeting with a company’s representative. Fortunately, the boss was a woman. Sarah was able to personally demonstrate the quality and convenience of Spanx underwear which she changed into in the ladies restroom in the presence of the Neiman Marcus representative. Blakely's product was sold in seven Neiman Marcus stores as a result of the meeting. Bloomingdales, Saks, and Bergdorf Goodman followed soon.
OPRAH WINFREY AND SPANX
American TV presenter and businesswoman Oprah Winfrey played an important role in life and career of Sarah. In one of the shows telediva was telling about inconvenience and impracticality of contemporary lingerie and stockings. Sara considered this as a sign from above and with new forces continued to promote her own project.
Later Blakely sent Oprah a set of Spanx products. Oprah included Spanx in a list of the best things of 2000 and sent her TV crew to prepare a story about young entrepreneur. This event has become a kind of starting point for the development of Sara Blakely’s business. After the release of Oprah’s show, Sara got an incredible amount of customers.
PRODUCTS
The most popular category of Spanx products is corrective undergarments (section Shapewear). There are about 200 different models: body (completely close body) with short and long sleeves, pants and shorts, shirts and bustiers, overalls (a kind of body which also covers arms and legs), correcting posture and smoothing figure body, bras, corsets, waist belt. All products are designed from different fabrics: spandex, lycra and nylon to achieve a particular desired elasticity.
High-waist slimming models - Slimming shorts with medium and high waist that reduce volume of thighs, stomach and waist.
Bust open nightgown. They look very tempting because they hide folds of the figure.
Seamless body - Slimming T-shirts with different kinds of bras. This underwear emphasizes the contours of female figure, especially chest, waist and thighs. Long corrective shorts and tights will appeal to those who want to hide some problems on hips and legs. Using these tights under the trousers won’t contour the underwear.
Slimming models for pregnant women. This category includes waist hosiery with shorts, jeans and leggings. These products are high-waisted, they form a flat stomach and slender thighs, remove fat folds and make waist look thinner.
Swim section includes ladies swimwear and attractive dresses for swimming
Active category has a wide range of tight shorts, pants, shirts, T-shirts, tops, sports bras for yoga, acrobatics, jogging and other sports.
In 2009 Spanx launched a deluxe collection called "Haute Contour" that included items such as a lace thong with waist reinforcements and color options like pink. One year later Spanx started manufacturing body-shaping undergarments for men "Spanx for Men – MANX".
MARKETING
Blakely was selling Spanx out of her apartment in white Office Depot envelopes. Advertising wasn’t a priority, namely because there was no way she could afford it. When she started Spanx in her twenties, word of mouth wasn’t so much a strategy as a necessity. But today, even with the brand’s incredible success, the company still won’t advertise, even though they could now afford every billboard in Times Square.
One of examples is New York flagship Bloomingdale’s on 59th Street, Spanx has an “in-store shop” - 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. A twentysomething student stops in because she admired a friend’s smooth derriere at yoga class in the brand’s $118 ‘Power Pants’. 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 2003 Spanx became known for its Hollywood fans, with celebrities singing praises for the slimming panties underneath unforgiving Oscar gowns. The first A-list endorsement came from sylph-like Gwyneth Paltrow, who in a red carpet interview, claimed Spanx helped her post-baby body look better. “The floodgates just opened,” said Blakely. “It was Oprah and Brooke Shields and Julia Roberts and Kate Winslet.” Among celebrities who adore Spanx are Jessica Alba, Kim Kardashian, Rachel Zoe, Ms Winfry and others.
STORES
All Spanx products are manufactured in the United States. At the moment there are more than 300 stores in the United States of America. Also there are stores in Europe and Asia. Now there is an option to buy Spanx products at airports outlets. The main official online store is Spanx.com. Items are sorted into categories in the site, there is an online catalog in the form of a magazine. Everything is simple and convenient. Regularly appear discount coupons which can be used during the purchase.
FEEDBACKS
“These are my new favorite undies, and I'm very picky about undies! They're comfortable, pretty, invisible under clothing, and they provide a little bit of smoothing around the hips and belly. They stay put, too, so I never need to tug them down in the back. As a bonus, my husband admires them too.” Monica
“Love these! Perfect fit! After two babies these were the best thing I found and they actually breathe. They are not at all uncomfortable just the opposite actually addictive! I don't leave home without my Spanx. Great buy and they fit true to size. Will buy more!” Susan
“This is amazing! Excellent butt, hips and abdomen control! The material is light, soft and comfortable. This is excellent for everyday wear! Also if you have a lot of junk in the truck like I do this is perfect, it is full coverage. Initially, I was concerned about the butt coverage, I was pleasantly surprised to see how well it covers and gives me a natural and smooth shape. Also, it can be worn at the waist to create that hour glass figure. It can be placed directly under the bra as well. Completely seamless!” Katie
“This has been a lifesaver. If you're more bumpy or jiggly around the belly area than you'd like to be, then this is perfect for you. It is 10 points out of 10!” Mary
“This purchase was my first Spanx product. I am 5'8 and 167 pounds. Dieting and exercising to get to 150. I bought this to wear under a dress. It did the job. It smoothed me and made my muffin top disappear.” Stef
“These are the most fantastic invention since sliced bread. I bought Spanx to wear under some jeans and found myself wanting to purchase more. Love them! They stay up, they are lightweight, they smooth the midriff, they do everything they claim to do. Best purchase maybe ever!” Ann
“I like the way they feel. They do not feel like most shapers, where you are conscious of being squeezed in all day. They are soft and relaxed.” Nikkie
“This was perfect for just smoothing out my little pooch. If you have more going on around the sides. I’m not certain if it wouldn't show over the top. But to flatten out that vanity 5 lbs it worked perfectly. I will be buying other colors.” Butterfly
“I bought these lace panties to wear to avoid panty lines, and it does a great job with that. The lace is sexy-looking, and the fit is a cheeky fit.” Kate
“These are awesome as everyday panties under dresses. Bought size small for more control and medium for looser fit. Wearing Spanx you don't see the panty edges through clothing.” Megan
“I liked these a lot because they were comfortable and I forgot I was wearing them most of the night! I am in between a small and a medium in underwear at Victoria's Secret and I bought a small in these. I would've probably exchanged for a medium if I had time. I wore them under a formal dress.” Linda
REVIEW IN THE MEDIA
“Anytime someone compliments me on my figure, I'm wearing Spanx undies," actress Isla Fisher has said. And she's just one of countless Hollywood A-listers who insist on shapewear as their red carpet secret weapon. Other devotees include everyone from Gwyneth Paltrow to Oprah to even Jennifer Lawrence, who has been known to discuss pre-Awards shows Philly cheesesteak sandwiches in the same breath. Heck, even Tom Hanks has vouched for the way that the undergarments "do something for you down there." Photoshop and retouching aren't available on the red carpet but Spanx does it IRL. Magic.” Elle
“Compression is just so 15 years ago,” said Jacqui Stafford, a fashion editor and celebrity stylist in New York. “Women today just don’t want to be squeezed into something uncomfortable. And they’re more comfortable with real bodies.” So instead of gut-squeezing agony, a new line of Spanx pants and bodysuits offers an easier, less constricting fit, something the brand says has more to do with smoothing the body’s bumps and curves and less to do with sculpting or shrinking waistlines or thighs. Spanx, the flab-obscuring, body-sculpting line of bras and bodysuits, helped a generation of women squeeze into ever-tinier dresses.” NY Times
