Sara Blakely's persistence and dedication helped her secure a meeting with Neiman Marcus and secure her first major retail account for Spanx.
Blakely's focus on creating a quality product and utilizing word-of-mouth marketing strategies contributed to the success and popularity of Spanx.
Deep dives
Designing a New Kind of Underwear
Sarah Blakely, the founder of Spanx, shares her journey of creating the innovative undergarment brand. Blakely initially had aspirations of becoming a lawyer but found herself working odd jobs, including selling fax machines. The idea for Spanx came to her when she realized the need for an undergarment that provided a smooth and slimming effect without visible panty lines. Blakely took matters into her own hands, conducting research, writing her own patent, and reaching out to manufacturers to create prototypes.
Getting Spanx into the Market
Blakely faced numerous challenges in getting Spanx into the market, but her persistence paid off. She approached retailers such as Neiman Marcus, pitching her product and showcasing its benefits. Despite initial rejections, Blakely managed to secure a meeting with a buyer at Neiman Marcus, where she convinced the buyer by showing her the before and after effects of wearing Spanx. This led to Neiman Marcus placing an order and ultimately became Blakely's first major retail account.
Growing the Spanx Brand
Blakely utilized various strategies to grow the Spanx brand, including word-of-mouth marketing, sending products to influential figures like Oprah, and appearing on TV shopping channels. Despite the initial challenges of limited shelf space and sales, Blakely's dedication and hard work paid off as Spanx gained popularity and sales soared. Blakely maintained full ownership of the company and focused on the art of creating the product rather than chasing financial success.
At 27, Sara Blakely was selling fax machines and desperate to reinvent her life. So she came up with Spanx — hosiery that eliminates panty lines — and set to work building her business.
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