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Spanx Rebranding: What to Expect

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Did you know Spanx was founded 15 years ago? When Oprah anointed the brand as one of her Favorite Things, it was a tiny little fledgling! And now, the company with an estimated $300 million to $400 million in sales, has decided to go through a bit of refresh. Spanx underwear Jan Singer, chief executive officer of Spanx, gave an interview to Women's Wear Daily today, and it sounds like two major things will be happening in the coming months. According to the trade publication, "Singer said she's moving the Spanx brand image from 'occasional wear' to 'everyday wear.''' That means more pieces you'd wear from 9 A.M. to 5 P.M. and 5 P.M. to 9 A.M., instead of pieces you'd pull out only when you need to smooth bumps under a tight going-out dress. Also this month, the Power Series collection, which includes shaping shorts and high-waist panties will be relaunched. "The original products that Sara made have all been reformulated and repackaged, with greater performance and higher aesthetics and an emphasis on lightweight comfort," Singer told WWD. "Today, we know it does much more than [reduce visible panty lines] and are excited to launch a reformulation" of the
Did you know Spanx was founded 15 years ago? When Oprah anointed the brand as one of her Favorite Things, it was a tiny little fledgling! And now, the company with an estimated $300 million to $400 million in sales, has decided to go through a bit of refresh. Spanx underwear Jan Singer, chief executive officer of Spanx, gave an interview to Women's Wear Daily today, and it sounds like two major things will be happening in the coming months. According to the trade publication, Singer said she's moving the Spanx brand image from 'occasional wear' to 'everyday wear.''' That means more pieces you'd wear from 9 A.M. to 5 P.M. and 5 P.M. to 9 A.M., instead of pieces you'd pull out only when you need to smooth bumps under a tight going-out dress. Also this month, the Power Series collection, which includes shaping shorts and high-waist panties will be relaunched. The original products that Sara made have all been reformulated and repackaged, with greater performance and higher aesthetics and an emphasis on lightweight comfort, Singer told WWD. Today, we know it does much more than [reduce visible panty lines] and are excited to launch a reformulation of the