Spanx is getting a leg up on other hosiery brands. Five years ago, Sara Blakely revolutionized the hosiery industry by introducing footless pantyhose. With $5,000 in savings — plus lots of Internet research, patent writing and calls on retailers — she introduced the world to Spanx.
Word of mouth — and a mention on "The Oprah Winfrey Show" — helped the product go worldwide. Today, the line includes body shapers, bras and panties, T-shirts and a maternity collection sold in high-end department stores.
This week, the Atlanta-based footless-hosiery and shapewear company launched a less expensive collection: Assets by Sara Blakely. By April 15 the line will be sold exclusively in the 1,450 Target stores nationwide, and at LoveAssets.com online.
Blakely's Spanx spinoff boasts three styles: Fabulous Footless Pantyhose with a control top, $10; Perfect Pantyhose with a control top and an invisible reinforced toe, $10; and Unbelievable Underwear, $15, a midthigh shaper that minimizes tummy, derriére, hips and thighs. All styles slim and shape, and can be worn under skirts, trousers and capris. In comparison, similar styles of Spanx shapewear range from $20 to $26 and are sold at such stores as Neiman Marcus and Nordstrom.
People are also reading…
With Assets, Blakely reaches another customer. "I became inspired to explore the mass market after meeting many women who said they loved Spanx but really couldn't afford them. I always say I'm trying to make the world a better place, one butt at a time, and to support women in a more profound way. With Assets I can give women more options — and give back."
Blakely is donating a portion of all Assets purchases to her foundation, dedicated to supporting and empowering women around the world.
