"When Rihanna Fenty announced beauty with a wide range of shade, he was immediately welcomed by the community," said Leah Adams, the spirit of promoting the Dynamics tribe. "I do not see scum welcomed in the same way. " ericathas

While Spanx Founder and CEO Sara Blakely is firm on the efforts of its brand name to expand into new groups, almost all shapewear is available to them in more appropriate tones for customers to skin clearer - "beige champagne", " naked sweet, "" blush cameo, "" bare foundation, "" soft sand "," naked "- and black. More recently two shades of brown are to be added, but these are not widely available in the range of Spanx products.

Campaign Heist Studios Source: Courtesy

The brand will also be looking to get the attention of consumers with technology that advertise traditional shapewear smoothing results without discomfort connected. Heist Studios, launched in 2014 by Edzard van der Wyck and Candice Darbyshire, takes an engineering approach brought product innovation.

While shapewear standard is created by knitting together elastic son, shapewear Heist is supposed to internal support structure mimicry a persons body using glued tissue membranes with 20,000 laser perforations.

Due to new entrants, under appropriate clothing brands are reassessing their offer shapewear. For example, the Italian luxury lingerie brand La Perla plans to launch a much more diverse range of products in 2021. "Existing players deal specifically with the functionality of shapewear fair cost," said Chief Pascal La Perla Perrier in an interview with FRO. "But it is not luxury. It's not sophisticated. We saw Jennifer Lopez put on Spanx. It should, honestly, get on La Perla, obviously. "

For Spanx, a communication strategy revised signals efforts to shape its product based on the latest wave of social activism concentrated kind. In 2015, he began to include feminist slogans on the packaging. But there is still a long approach to take. The concept that women lose less weight to create sexually attractive is not using positive body feminist values ​​customers today.