Spanx wants you to wear head-to-toe Spanx every day
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In a new interview with Women’s Wear Daily, Spanx CEO Jan Singer says she plans to shift the company’s branding from “occasional wear” to “everyday wear.” No longer just for trying to squeeze your curves into submission for special occasions or on the red carpet, Singer claims the product-line expansion is thanks in part to consumers.
“Women are saying, ‘I need something more comfortable,’” Singer said. Spring products are “lightweight, comfortable, breathable and super-effective — and it has to be beautiful,” she added. “There’s no function without beauty. We are evolving the product, modernizing it. The consumer is changed. Not everyone wants to be super-squeezed in.”
The “Power Series” collection — the girdle-y undergarments most familiar to consumers — is being relaunched this month with an emphasis on “lightweight comfort” offered Singer.
The WWD interview supplied the usual talking points of a rebranding announcement until the end when Singer asserted this quip:
“Right now we are focusing on our core. We need to continue to own her body, from the bottom up, which includes intimates and hosiery products.”
What?