active senior capstone by anna suhr
table of
contents
2
the
the
the
4 mission statement 6 company history 8 core mission & leaders 11 brand identity 16 size & scope 18 swot analysis
20 competitors 23 target market 25 consumer profiles
30 rebranding 32 capsule collection 36 lookbook 40 gif frames 42 website 46 event sponsorship 52 conclusion 54 sources
company
market
results
3
mission
statement
4
Over the summer, I participated in a product testing of athletic leggings from the top
brands in the industry. Among these brands was Spanx. Prior to putting on the leggings, I thought, “Spanx has activewear?” Then, I tried the leggings on. My next thought was, “How did I not know about this?” They were incredible - fit like a glove and felt amazing.
In my capstone, I plan to revamp Spanx Active to align its activewear with the
success of its shapewear. Through company and competitor research, I will create proposals for a capsule collection and lookbook, advertisement and marketing materials, and an event sponsorship.
Thank you for taking the time to explore my work!
Anna Suhr 5
company history
6
Sara Blakely cuts the feet out 1998
of her pantyhose to create a flattering, smooth look.
The first Spanx shop opens at 2011
Sara finds the mill that will 2000
produce “Spanx”. Neiman Marcus makes Spanx’s
York City. Forbes announces Sara as the
2012
youngest self-made female billionaire.
first big order.
Spanx’s first stand alone store
Oprah names Spanx one of her
opens in Virginia,
“Favorite Things”. Gwyneth Paltrow tells USA Today 2004
Bloomingdale’s 59th street in New
she wore two pairs of Spanx to
Sara commits to giving over 2013
slim down post-pregnancy. Spanx becomes an answer on Trivial Pursuit.
half of her wealth to charitable causes. Spanx opens its headquarters in
2015
Buckhead Atlanta.
Awarded the Advertising Age 2005
“Marketing 50” honor The Sara Blakely foundation is launched. 7
core mission & leaders
8
“To help women
feel great about themselves and their potential.�
9
kim
sara
dan
jones
blakely
glennon
Chief Executive Officer
Founder and Owner
Chief Financial Officer Chief Operating Officer
10
brand
identity
11
brand as a product
2006 ASSETS by Sara Blakely for Target
2001 Control-Top Fishnets
2008 Bra-llelujah! Underwire 12
2002 Power Panties
2009 Haute Contour
2003 All the Way Pantyhose
2010 Spanx for Men
2004 Higher Power
2005 Intimate Apparel
2012 ASSETS Red Hot Label
2014 Shaping Denim
2015 Power Series
brand as an organization ... strongly relies on the roots of the company and the self-made billionaire story of Sara Blakely. The entrepreneurial personality of Spanx evolved into a voice for female empowerment and creating possibility. Through efforts, such as Leg Up and the Sara Blakely Foundation, Spanx continues its strong entrepreneurial spirit today while contributing to causes that are deeply rooted in the Spanx spirit.
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brand as a personality ... Sara Blakely herself! 45 years young and married to Jesse Itzler with four children Bachelor of Arts and Science graduate from Florida State University One of Forbes’ Power Women, America’s Self-Made Women, and Global Game Changers Started Spanx when she was 29 with her savings of $5,000
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brand as a symbol ... “SPANX” and the drawn figure. After a year and a half of product naming frustration, Sara found a trend of successful businesses with a strong “K” sound, such as Coca-Cola and Kodak. Following this trend, Sara thought of the name “Spanks”, but in order to trademark with the least amount of road blocks, Sara constructed the name with the “X”. The “Spanx” trademark was then charged to Sara’s credit card for $350.
15
size & scope
16
$ 252.6
merchandise
yearly sales as of
Belk
May 31, 2016
Bergdorf Goodman
million
venues
234
employees
Bloomingdale’s David’s Bridal Dillard’s Lord & Taylor Macy’s Neiman Marcus Nordstrom
14 stores
Saks Fifth Avenue
4 airport stores
...and many more!
10 retail locations
Target
17
swot
analysis
18
strengths nn high level of interaction and communication on social media nn entrepreneurial spirit nn philanthropic initiatives and “give back� mentality nn affordable cost for quality materials and product nn originator of product in the market place nn strong following and consumer loyalty of Baby Boomers and Generation Y nn celebrity promotion of product and free marketing nn wide variety and diversity of product nn body positive and female empowering marketing
weaknesses nn unsuccessful active collection nn lack of attention to trendy fashion styles and silhouettes
opportunities nn rise of active and athleisure market share in the fashion industry nn obtaining the Millennial generation in consumer base
threats nn emerging similar brands for lower cost nn rising cost of materials and labor 19
competitors
20
active
lululemon
Fabletics
Athleta
nn strong brand loyalty
nn powerful brand
nn athleisure style
nn simple and versatile silhouettes nn appeals to a wide age and style range
personality (Kate Hudson) nn trendy athleisure for an affordable price nn wide variety of styles
nn variety in styles with multi-generational appeal nn “Power of She� movement 21
shapewear
Maidenform
Yummie by H. Thomson
Wacoal
nn large distribution in a
nn “self-made woman�
nn versatility in products
variety of retailers
background story
nn focuses on finding the
nn traditional silhouettes
nn moderate pricing
right fit for all consumer
nn unappealing to younger
nn unifying brand image
body types
consumer 22
among products
nn moderate pricing
target
market
23
VALS framework nn Innovators: possess an entrepreneurial spirit for new, creative ideas and solutions nn Experiencers: adopt and drop trends quickly and seek adventurous activity nn Achievers: put family first while maintaining professional, goal-oriented success
demographics
psychographics
nn United States (70.9%) United Kingdom (6.2%)
nn Desires to always look and feel her
Canada (4.6%) India (1.5%) nn 25 to 55 year olds living within or in close proximity to a large city nn Primarily female consumers with college or graduate degree nn Including stay at home mothers, creative entrepreneurs, and successful professionals nn 65% have a full time or part time job 24
best whether she is going on a first date, taking charge of the boardroom, or going to an award show nn Described as the “how does she do it?� and always on-the-go girl nn Makes her energetic, brilliant, and bright presence known no matter the crowd
consumer profiles
25
Colby Reynolds, 28 Southern Methodist
yoga, pilates, and spin
University graduate
enthusiast
with a business degree healthy and instagramborn and raised in
worthy foodie
Boca Raton, Florida actively involved in youngest of three with
SMU alumni activities
two sisters takes pride in a executive assistant to
well kept home and
CEO of Dallas luxury
perfectly styled outfit
real estate company loves nothing more
26
in a committed, long
than beach trips with
distance relationship
her sisters
27
Valerie Lewis, 42 loving mother of three
active class mom at
Grayson, 11
Pace Academy
Reagan, 9 Troy, 7
Flywheel and Pure Barre regular
married to college
28
sweetheart from
cooks a healthy dinner
American University
every night
founded a
helps her kids build
development company
pillow forts for family
with her husband, Will
movie nights
lives in her dream
loves all entertaining
home in the Buckhead
from cocktail to
Atlanta area
birthday parties
29
rebranding
30
active
Without a logo specific to Spanx Active, there is a lack of distinction between
products designed for casual shapewear and pieces intended for active performance. The addition of a specific logo would excite consumers about the fresh, new look of an already existing brand extension. The activewear collection will gain credibility in the competitive marketplace and heighten the consumer’s awareness.
The Spanx Active logo gives hierarchy to the Spanx brand name with an “active”
add-on in the shape of a red square. Red is a signature color for the brand but could be adjusted each season to align with the current color trend. The square gives a sense of balance and equanimity while the broken inside square displays the out-of-the-box problem solving and entrepreneurship of Sara Blakely.
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capsule
collection
32
Inspired by WGSN’s Active Autumn / Winter 2017-18, the Spanx Active capsule research
capsule collection will include smart, versatile pieces with the elements of classic and modern design. As stated in “The Thinker” forecast, the collection will embody “a more holistic approach for active, encompassing the way we work, rest, travel and play.”
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The photoshoot will highlight the versatility of the product through styling inspiration
variety in styling and wearability. Shot in the studio, the setting will include a white, seamless backdrop and clean lighting in order to not distract from the product. The model will embody the look of the consumer profile and wear a natural makeup look and simple up-do.
34
capsule inspiration
35
lookbook
36
37
38
39
gif frames
40
41
website
42
43
44
45
event
sponsorship
46
Music Midtown, an Atlanta music festival, attracts a young millennial consumer with an
adventurous spirit and freedom of self-expression. This is the perfect setting for Spanx to attract this fresh, new consumer. The music festival brings in popular artists, drink vendors, and food trucks. Unlike Coachella, Bonnaroo, and other big music festivals, Music Midtown does not host space for health and wellness activities. As this is an attraction for the young consumer, Music Midtown is missing a large opportunity.
This inspired Music Midtown Movement, a Spanx-sponsored fitness movement for the
promotion of better health and Spanx’s newly revamped activewear line. With instructors wearing the product and competition-based giveaways, the new line will be front and center for all participants of the event to see.
With Spanx’s Atlanta-roots, it is fitting to promote an event in the city that brings
fitness and health to music and celebration. This is a chance to inspire the next generation of brilliant minds to take their ideas to the next level like Sara Blakely did with Spanx.
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conclusion
52
I believe Spanx Active has huge potential. The success that Spanx has experienced in
shapewear can be translated to any category the company commits itself to. With passion and innovation, the company will continue to go far because of its strong roots in its story and spirit.
Shapewear is about knowing the human body and perfecting the imperfections, and
this creates the ultimate segue into activewear. By revamping the design, promotion, and marketing of the activewear line, Spanx will realign its unrecognized active collection with the success of its shapewear.
53
sources
54
Bizjournals.com. N.p., n.d. Web. 27 Feb. 2017. Bloomberg.com. Bloomberg, n.d. Web. 27 Feb. 2017. “Coachella Campers Get Communal with Yoga, Haircuts and Snowball Fights.” Los Angeles Times. Los Angeles Times, n.d. Web. 27 Feb. 2017. “Login.” Savannah College of Art and Design. N.p., n.d. Web. 27 Feb. 2017. “Marketing Research of Spanx.” ManagementParadisecom Discussion Forums RSS. N.p., n.d. Web. 27 Feb. 2017. “OneSource.” OneSource. N.p., n.d. Web. 27 Feb. 2017. “Sara Blakely.” Forbes. Forbes Magazine, n.d. Web. 27 Feb. 2017. “Sara’s Notebook.” Saras Notebook. N.p., n.d. Web. 27 Feb. 2017. “Shop By Category.” Winter Look Book | Athleta. N.p., n.d. Web. 27 Feb. 2017. “Spanx.com Traffic Statistics.” Spanx.com Traffic, Demographics and Competitors - Alexa. N.p., n.d. Web. 27 Feb. 2017. “Spanx Reshaping Target Demographic with More Comfortable Products.” Pastemagazine.com. N.p., n.d. Web. 27 Feb. 2017. Staff, Inc. “How Spanx Got Started.” Inc.com. Inc., 20 Jan. 2012. Web. 27 Feb. 2017. “SWOT ANALYSIS ON Spanx, Inc.” ManagementParadisecom Discussion Forums RSS. N.p., n.d. Web. 27 Feb. 2017. “User Login | WGSN | Creating Tomorrow.” WGSN | Creating Tomorrow | Trend Forecasting & Analytics. N.p., n.d. Web. 27 Feb. 2017. “VALS™ | VALS™ Types | SBI.” Strategic Business Insights. N.p., n.d. Web. 27 Feb. 2017. “Work It Out.” Bonnaroo Music + Arts Festival. N.p., n.d. Web. 27 Feb. 2017. 55