Business Wars Spanx vs Skims | Kim-Oh-No | 2
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Mar 26, 2025 Kim Kardashian's leap into the shapewear game creates sparks as she challenges industry giant Spanx. From her early fandom of Spanx to launching Skims, the tension between celebrity and entrepreneurship unfolds. Navigating backlash over cultural sensitivity reveals the challenges of brand identity. The competition heats up as Kardashian employs innovative marketing, while Spanx grapples with maintaining its dominance amidst evolving consumer preferences. The rivalry showcases the volatile dynamics of the shapewear industry and the pursuit of body positivity.
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Spanx Origin
- In 1998, Sara Blakely cut pantyhose feet off, creating a prototype for Spanx.
- Spanx became synonymous with shapewear, boosted by celebrity endorsements.
Kardashian and Greedy's Partnership
- Kim Kardashian discussed her shapewear idea with Jens Greedy, highlighting Spanx's limitations.
- Greedy, intrigued by the underwear market's potential, partnered with Kardashian.
Kimono Backlash
- Kardashian's team brainstormed names, settling on "Kimono."
- The name sparked immediate backlash, particularly from Japanese designers, for trademarking a culturally significant term.