After over two decades in business, Spanx’s products are as synonymous with shapewear as Kleenex’s are with tissues. But…

After over two decades in business, Spanx’s products are as synonymous with shapewear as Kleenex’s are with tissues. But being a category-definer doesn’t offer immunity from the competition. ⁠

The shapewear category has grown increasingly competitive in the last several years. To defend its standing, Spanx is upping the star power of its own marketing, hiring Ashley Graham as its first celebrity ambassador. ⁠

With the help of private equity owner Blackstone, will Spanx’s new brand strategy help fend off the competition? Alexandra Mondalek explores for BoF. [Link in bio]⁠

✍🏼 @alexandramondalek⁠
📷 @spanx ⁠

#spanx #spanxleggings #ashleygraham

(SOURCE) https://www.instagram.com/p/CdYixlGtGms

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