August 7, 2008
Spanx Spanks A Dying Industry With Sexy Naming and Branding
One rarely sees a product where product naming is as crucial as it is with Spanx.
Spanx makes shapewear, which translates to pantyhouse, bras and girdles to the rest of us. Now, I know that no woman under the age of 80 wants to wear a girdle anymore, but shapewear, well, that's a different story!
And pantyhose? Forget it.
But a "Slim Cognito Mid-Thigh Body Suit" is a completely different matter . . .
This product includes something known as The Great Divide, which, well, let's just say it's flattering to a woman's posterior.
If that's not your thing, how about High Power control pants, favored by the likes of Madonna and Gwyneth. What modern woman doesn't want more power and control in her life?
Spanx also offers "super slimming smoothing power" and assures buyers by saying "don't worry, we've got your butt covered."
This company, which is something of a start up miracle, doesn't even sell bras, they sell the "Bra-llelujah 'All-Hosiery' comfort bra."
Yes, the name is saucy and the product is pure retro, but it is a textbook case (possibly the textbook case) of how reframing a "dead" product with good naming can create a new market.
Hosiery and girdle makers everywhere take note, Spanx just spanked you.
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