by contributor Jacqueline Lynch
For years women have been fighting the epic battle of attaining the perfect body. Whether it be hitting the gym 24/7 or trying a new diet every month, admit it or not, we’ve all been there! Fortunately, we have been able to use women’s shape-wear as our fallback.
Although some may have you believe that shapewear is a recent trend in our society, it dates all the way back to the Bible! The ancient women wore girdles for fertility; poetry was associated with the girdle worn by goddess Aphrodite.
Marie Antoinette was famous for her unbearably painful corset girdle as was the modern day corset used by Megan Fox in the movie Jonah Hex. Either way, the girdles were used to empower women and give them confidence – similar to today’s use!
Kirsten Dunst as Marie Antoinette
Enter SPANX and Founder Sara Blakely
Photo credit: Adrian Wilson, Interior Photography Inc
Hollywood on the Potomac had a chance to chat with Blakely. What first came to mind was the unusual name. Why call the product line SPANX?
“I knew that Kodak and Coca-Cola are the two most recognized names in the world, and they both have a predominant “K” sound in them,” said Blakely. “Also, from doing stand-up comedy, it is a known secret that the “K” sound makes people laugh. So for good luck, I wanted my product’s name to have the “K” sound in it, and SPANKS hit me like a lightning bolt. I immediately knew it was perfect! At the last minute I changed the “KS” to an “X” after doing research that made-up words do better for products than real words (and are easier to trademark). Spanx is edgy, fun, extremely catchy, and for a moment it makes your mind wander (admit it). Plus it’s all about making women’s butts look better, so why not?
Photo credit: Forbes.com
Q: You cut off your pantyhose and created your first ever shapewear! How did you turn it into the ‘SPANX’ empire?
A: “Sometimes what you don’t know can be your greatest asset. If you don’t know how it’s always been done, and you aren’t afraid to trust your instincts, chances are you will come up with a better way.
I didn’t know the first thing about the pantyhose industry and I wasn’t thinking about building an “empire.” I just knew I wanted to make a shaper out of the lightweight pantyhose material.
Shapers prior had always been too thick and binding, and showed lines and bulges under clothes. They didn’t solve the problem. I had never taken a business class. I bought a book on trademarks and patents and wrote my own patent. I researched hosiery manufacturers online and eventually found one to make a prototype for me.
From naming the product, to designing the packaging, and getting SPANX in stores, my best resource was following my own “gut” and listening to that inner voice that we all have. I heard ‘no’ a million times but persevered because I knew I had created a product that would change the way women dress. I would have kept going because I knew this was something women needed.”
Photo credit: Business 101
We wondered how ‘SPANX’ really give us that extra silky-smooth look we all desire.
“SPANX products offer innovative, patented design features that ensure highest levels of quality, comfort, fit, and functionality,” answered Blakely. “For example, our short shapers feature a patented legband-free design that stays invisible under clothes and eliminates bulges on the thigh that earlier shapers caused.
Other examples are zoned compression offerings that target the right areas with slimming compression and release in other areas to prevent the uncomfortable and unflattering “sausage effect” other shapers can cause. We also have an unmatched focus on fit. Each size is fit on women of varying body types and shapes to ensure the perfect, comfortable fit.
SPANX products offer results that traditional underwear don’t and are much more comfortable than girdles!”
Perhaps the turning point in the business was hiring a CEO. “One of the smartest business decisions I made was to hire a CEO, Laurie Ann Goldman,” said Blakely. “It’s best to find help in areas which aren’t your strongest and focus on the areas that are. I am an entrepreneur and I think I’m intuitive and creative and know how to connect with people and make them laugh. I am also aware of my weakness, which is why I hired Laurie Ann as soon as I could.
Often times the entrepreneur who starts a business isn’t always the best one to take it to the next level. We make a great team, and I can sleep at night knowing she’s at the helm.”
Photo credit: Astrid Stawiarz/Getty Images North America:Laurie Ann Goldman, Vice Chairman and Chief Merchant of Saks Fifth Avenue Ron Frasch and Sara Blakely
Q: ‘SPANX’ has revolutionized women’s shapewear. With numerous competitors how does your company manage to stay on top?
A: We continue to focus on comfort and results and work to create innovative products that help women and men feel great about themselves and their potential.
Q: You have everything in your shapewear line from tummy-taming, thigh-trimming, and butt-boosting products all the way to men’s control tanks. What is next for the company?
A: I’m excited to bring SPANX to our first-ever standalone retail stores! We just launched at Tysons Corner Center and are opening at King of Prussia Mall on 11/9 and Westfield Garden State Plaza on 11/16. SPANX is now sold in more than 50 countries around the globe. We’re working towards world butt domination – no butt left behind!
