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Research #4  Spanx’s key consumer segment is a middle aged woman who is powerful, professional, educated, self-confident, and independent. The majority of Spanx’s ads cater towards this segment, such as this ad which shows before and after pictures for the “powerful woman who wears powerful panties”. This is a powerful marketing play in the research phase, by letting the women in this category know that wearing Spanx can also be a symbol of stature and power.

Research #4 Spanx’s key consumer segment is a middle aged woman who is powerful, professional, educated, self-confident, and independent. The majority of Spanx’s ads cater towards this segment, such as this ad which shows before and after pictures for the “powerful woman who wears powerful panties”. This is a powerful marketing play in the research phase, by letting the women in this category know that wearing Spanx can also be a symbol of stature and power.

A Tutorial on Spanx (or how to stuff your muffin top into a lycra tube)

A Tutorial on Spanx (or how to stuff your muffin top into a lycra tube)

Do you wear Spanx? Are you afraid of their snugness? Rebecca will help you come to love the fortress of beige elastic in her hysterical how-to video.

Choice Reduction #4  A new competitor that has recently entered the US market is called Yummie Tummie. This company appears to be competing directly with Spanx in the product type, positioning, and messaging. This ad shows a similar cartoon figure wearing the product, along with educational resources that highlight the product functionality.

Choice Reduction #4 A new competitor that has recently entered the US market is called Yummie Tummie. This company appears to be competing directly with Spanx in the product type, positioning, and messaging. This ad shows a similar cartoon figure wearing the product, along with educational resources that highlight the product functionality.

Purchase #5  While choosing a product to buy online, the consumer is shown several different sub brands of Spanx. These sub brands were created for different sub sets of women, and are positioned slightly different.   The first is “Assets by Sara Blakely”, which is a collection of shape wear designed to help women achieve their very own red carpet look for less. Notice that this sub brand is by Sara Blakely, and not Spanx, which gives us an idea on how these two brands can be different.

Purchase #5 While choosing a product to buy online, the consumer is shown several different sub brands of Spanx. These sub brands were created for different sub sets of women, and are positioned slightly different. The first is “Assets by Sara Blakely”, which is a collection of shape wear designed to help women achieve their very own red carpet look for less. Notice that this sub brand is by Sara Blakely, and not Spanx, which gives us an idea on how these two brands can be different.

Wear this under a tight fitting outfit to smooth out your figure. :D  Even the best bods in Hollywood wear Spanx.

Wear this under a tight fitting outfit to smooth out your figure. :D Even the best bods in Hollywood wear Spanx.

Brand Advocacy #9  As mentioned in the opening statement, it is almost impossible to separate Sara Blakely from the Spanx brand. To remove the founder from the product would be mutually detrimental to both brands. Thus, they are linked together and their brands will rise and fall together.  As Sara Blakely says, “Wear Spanx, Look Great, Get Compliments, Do the Happy Dance, Repeat”.

Brand Advocacy #9 As mentioned in the opening statement, it is almost impossible to separate Sara Blakely from the Spanx brand. To remove the founder from the product would be mutually detrimental to both brands. Thus, they are linked together and their brands will rise and fall together. As Sara Blakely says, “Wear Spanx, Look Great, Get Compliments, Do the Happy Dance, Repeat”.

Awareness #4 – Targeted Direct Marketing  Spanx also pursues targeted marketing campaigns, which are usually linked with fashion seasons or product launches. Spanx will promote these campaigns through digital ads, direct email marketing, partnerships with promotional websites (such as Gilt.com), or local advertisements.  This image represents Spanx’s current marketing campaign, the “Booty Bash” which is being promoted locally in their retail stores.

Awareness #4 – Targeted Direct Marketing Spanx also pursues targeted marketing campaigns, which are usually linked with fashion seasons or product launches. Spanx will promote these campaigns through digital ads, direct email marketing, partnerships with promotional websites (such as Gilt.com), or local advertisements. This image represents Spanx’s current marketing campaign, the “Booty Bash” which is being promoted locally in their retail stores.

Research #6  Once a potential consumer is researching the core shape wear products, Spanx takes this opportunity to provide information on some of their non-core products, such as swim wear and active wear. Although most people looking at shape wear products were not intending to look for a new swim suit, sports bra or yoga pants, brand positioning statements such as these help expand the brand into new categories.

Research #6 Once a potential consumer is researching the core shape wear products, Spanx takes this opportunity to provide information on some of their non-core products, such as swim wear and active wear. Although most people looking at shape wear products were not intending to look for a new swim suit, sports bra or yoga pants, brand positioning statements such as these help expand the brand into new categories.

Research #5  Spanx has also been trying to move down in the age segment, as illustrated in this ad. Spanx has been targeting women of multiple age groups, and looking to prove that Spanx can be effective on women in their 30s and even 20s. It will be interesting to see if Spanx is able to capture market share in the 20s and 30s segment, who may have first heard about the Spanx brand from their mothers.

Research #5 Spanx has also been trying to move down in the age segment, as illustrated in this ad. Spanx has been targeting women of multiple age groups, and looking to prove that Spanx can be effective on women in their 30s and even 20s. It will be interesting to see if Spanx is able to capture market share in the 20s and 30s segment, who may have first heard about the Spanx brand from their mothers.

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