Spanx announces “We Live in Spanx” campaign with Allyson Felix and more [Interview]
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
Spanx announces “We Live in Spanx” campaign with Allyson Felix and more [Interview]
Cass Bird, LA, Allyson Felix
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.
Cass Bird, LA, Allyson Felix
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?…
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