SPANX STRETCHES ITS STABLE
Byline: Marc Karimzadeh
NEW YORK — After launching footless pantyhose and fishnets with control tops, Spanx rolled out its newest product last week with special events at Bloomingdale’s and Saks Fifth Avenue.
Spanx’s new Power Panties are a body-shaping undergarment with the brand’s signature features, such as a soft waistband with no binding rubber cord or leg band and a cotton gusset.
Sara Blakely, founder and chief executive officer of Spanx, was inspired to design the patent-pending Power Panties after customers approached her to voice their frustration with current undergarment options.
“Traditional underwear never stays in place and causes visible panty lines,” said Blakely. “G-strings put underwear in the exact place we had been trying to get it out of.” Traditional shapers have leg bands to keep them down, which are uncomfortable and leave bulges on the thigh.
“There are girdles and shapers out there, but there wasn’t a real differentiation,” said David Wasilewski, Spanx’s chief operating officer. “We wanted to come out with something that didn’t leave bulges and gave women control and confidence.”
Power Panties are packaged in a blue version of Spanx’s whimsical flat packaging featuring illustrations of three women with pointers to the problem zones it aims to eliminate. Each package also has an enclosed card with two cartoon images. One depicts a group of men in a laboratory trying to solve the problem of panty lines with G-strings, while the other shows three women applauding Power Panties as a woman’s solution. “We always want to infuse humor into the products,” said Wasilewski.
Power Panties are available in nude, black, brown and white at $25 retail. They will be sold in legwear and intimate apparel departments at existing Spanx accounts, such as Bloomingdale’s, Neiman Marcus, Saks Fifth Avenue, Bergdorf Goodman, Nordstrom, Parisian and Jacobson stores, as well as on the company’s Web site, spanx.com.
“Power Panties are about confidence,” added Blakely. “When you look and feel your best, you have the confidence to ask for that raise, land that new account or wear anything that you want.”