Spanx has unveiled its first-ever global brand campaign featuring three dynamic women: Allyson Felix, the most decorated female track athlete, Nadia Caterina Munno, social media sensation and creator of The Pasta Queen, and women’s rights advocate and model, Charli Howard. The announcement comes on the heels of a remarkable year for Spanx, which reported an impressive $400 million in revenue.
Spanx continues to be a market leader in the shapewear category, since early 2021 the brand has more than doubled annual revenue, led primarily by expanding product offerings outside of intimate apparel. Spanx has expanded into various apparel categories, including leggings, work pants, and most notably, denim.
The narrative of "We Live in Spanx" spotlights the diverse roles that women play, from managing professional Zoom calls with playful children at their feet to carving out moments for self-care and enjoying social outings. Captured by the lens of Cass Bird and under the direction of Jordan Scott, unites the personal stories of three influential women, illustrating how Spanx's thoughtfully designed garments seamlessly integrate into their active lifestyles.
In an exclusive interview, Andrea Port, Vice President of Brand & Integrated Marketing at Spanx, shares insights into the campaign's development and the brand's vision for the future. With Spanx's value soaring to $1.2 billion following a majority stake acquisition by the Blackstone Group, the company is poised for even greater success in the fashion industry.
1. Can you walk us through the strategic decision to pivot from focusing solely on shapewear to launching an apparel-centric brand campaign?
“Prior to our expansion into apparel, there was a significant market gap for fashion-forward apparel that was designed to truly adapt to a woman’s needs and the many hats she wears.”
2. What kind of customer feedback or market research prompted SPANX to make this transition?
“Comprehensive consumer research demonstrated the general public did not know SPANX offers apparel, so we wanted to show women we are not just a brand for events, but a constant presence in women's lives, offering solutions for every moment in her life. From versatile shapewear to activewear and functional wardrobe essentials, our range is designed to cater to the diverse needs of women in their everyday lives.”
Cass Bird, LA, Nadia Caterina Munno
3. Can you discuss any challenges SPANX faced while shifting gears towards a more apparel-focused approach, and how you overcame them?
“The most challenging aspect of expanding our offerings beyond shapewear has been in shifting public perception, which of course we hope to do with this new campaign. For over two decades SPANX was synonymous with a product women sought out to fulfill a need, and as we continue to expand our apparel offerings, we’re excited to provide our target consumer a wide range of wardrobe staples that complement her multi-hyphenate nature.”
4. What does the partnership with influential figures like Allyson Felix, Charli Howard, and Nadia Munno signify for SPANX's new direction?
“Talent was selected as they represent what SPANX is all about - the multi-hyphenate woman of today. They are each known for perhaps a unique trade, or title, but are so much more than just that one thing. As we continue to diversify our options, we hope to provide women with even more wardrobe possibilities, to ensure they feel confident and supported in every role they play.”
5. Given the diverse backgrounds of each of the campaign's featured personalities, how does SPANX plan to ensure the new apparel line is inclusive and caters to a wide audience?
“ We felt it was important to showcase the hectic days most women have balancing motherhood, career, friends, and family. The women we selected live multifaceted lives are almost always doing two things at once. We wanted to bring light to that chaos and ensure women feel seen no matter what they are doing.”
6. As Spanx continues to expand their product offerings, what customers can expect from SPANX's new apparel line regarding product range and innovation?
“As SPANX continues to broaden its product offerings, especially in the apparel space, consumers can anticipate even more versatile styles, in an array of colors and patterns. The brand is committed to innovation and utilizing the cutting-edge technology we’re known for, across all categories."
"A full wardrobe solution, from the first layer to the last layer, SPANX always has women top of mind as we introduce new products. We look forward to truly redefining the consumer experience, and aim to ensure that women look and feel their best in every SPANX style they choose.”
