20/11/2008
NEW GENERATION: POWER PANTIES FOR SPANX
Technology Enterprise with Tools and Techniques |Alice Molyneaux 2388737
CONTENTS
1. INTRODUCTION .................................................................................................................................. 3-5
2. THE UK MARKET ................................................................................................................... 6-10
3. TECHNOLOGICAL DEVELOPMENTS ................................................................................................... 11 -15
4. INTELLECTUAL PROPERTY ............................................................................................................... 16 -18
5. IMPROVEMENT RECOMMENDATIONS ............................................................................................. 19 - 21
6. PERSONAL PROGRESS DIARY .......................................................................................................... 22 - 23
7. APPENDIX ..................................................................................................................................244 - 31
8. REFERENCES ................................................................................................................................. 32 - 33
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INTRODUCTION
The purpose of this report is to undertake an in-depth analysis of the control underwear market,
with the aim to realise the future direction of Spanx’s ‘Power Panties’. This process will include a
thorough examination of the control underwear market regarding the size, profitability and
ultimately the environmental variables that could affect the next generation product. Following this,
an attempt will be made to consider the various technological developments and decide whether
these changes will be feasible, alongside looking at the intellectual property protection currently in
place for the patented product. Lastly, drawing on all the relevant information found an objective
plan for power panties will be created to discuss new and innovative improvements.
The original prototype for Spanx were a pair of body shaping cut-off tights created in America by
Sara Blakely, a decade ago in 1998 (Spanx, Inc). However, as the business evolved and demand for
the sliming products grew, Blakely added new designs and this included in 2002 ‘Power Panties’.
Entering the UK market in 2003 they were described as ‘the first no leg-band, tummy-minimising,
mid-thigh hosiery shaper’ (Spanx, Inc.) and an answer that would fix all women’s body issues (The
Observer, 2008). Firstly set up as a sole trader, Spanx soon traded as a private limited company
ensuring as business continued to grow in the UK and rest of world each shareholders liability was
limited to their original input. Blakely remains the CEO of the company and sends out the company
ethos to create ‘inventing and enhancing products that promote comfort and confidence for women’
(Blakely, 2008). Consequently, any new innovations for the next generation product intend to follow
and fulfil this company philosophy.
The following table outlines all the product features of ‘Power Panties’:
Product
Power Panties
Company
Spanx
Place of manufacture
Costa Rica
Fabric Content:
85% Nylon, 15% Lycra® Spandex/Elastane; 100% Cotton gusset.
Colours
Nude, Black and Cocoa
Sizes
Small, Medium, Large and Extra large.
Price
From £17.50 to £22 (dependant on place of purchase)
Available to buy
Upmarket department stores and online retailers. Ex: House of Fraser and Asos.
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‘Combining the comfort of regular underwear, the feel of hosiery and the power of a shaper’ (Spanx,
Inc), here are the benefits ‘Power Panties’ provide for users:
Slimming benefits:

Strong tummy control panel - tight knit of the panel provides firmness and
compression

Sheer knit leg portions to above the knee avoid a mark or bulge on the
thigh.

Creates the impression the user has dropped a dress size (see figure 1.1)

Smoothes any lumps and bumps across the thighs, stomach and bottom.
Comfort benefits:

Made from soft, cool hosiery type material (see figure 1.2).

Non-binding waist band that does not pinch the wearer

100% cotton gusset

Flat sewn seams up the front and back
Figure 1.2 – soft and
stretchy hosiery fabric
(Asos).
Functional benefits:

Figure 1.1 – The image on the
right illustrates the effects of
Spanx when worn by the user
(Spanx, Inc.)
The loose knit of the buttock panels inhibit bunching and riding up of the
undergarment during sitting and other movements

Without a waistband provides there is a smoother fit without lines below
clothing (see figure 1.3).

No visible underwear line

Unlike tights they can be worn with skirts and open toe shoes.

Figure 1.3 – a side
Invisible under leg (no leg band) creates body-shaping control that is flattering and view of the product
illustrating the smooth
comfortable.
and close fit of ‘power
panties’ (Asos).
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Illustration of benefits
Non-binding waist band
that does not pinch
Strong tummy control
panel
No visible
underwear line
Sheer knit leg portions
to avoid lumps and
bumps on thigh
Invisible under leg (no
leg band) to make
more comfortable.
Source: Spanx, Inc.
THE UK MARKET
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INTRODUCTION
2.1 MARKET VALUE
With regard to the product, the shapewear market in the UK is described as ‘booming’ and
estimated to be worth £135 million according to industry insiders (The observer 2008). However,
shapewear forms just a small part of the overall underwear market sector, which is estimated to be
worth £3.3 billion (Mintel 2008). Positively, women’s underwear saw the highest growth in 2007 of
2.6 per cent in comparison to the overall underwear base rate of 2.2%, a 0.1% drop from the
previous year (Mintel 2008). The market place is extremely saturated and this is true particularly for
shapewear: There are now specialised shapewear ranges, home brands and most recently celebrity
endorsed products. However, opportunities still remain for the lingerie sector with shapewear
paving the way as one the fastest sources of growth (The Guardian 2007). Yet, Mintel’s latest report
on underwear retailing suggests steady growth relies on five factors: Innovation, service, fashion,
advertising and marketing. Ultimately, in today’s competitive market place, differentiation is
essential when competing against the mass number of producers.
2.2 CURRENT ENVIRONMENT
Spanx ‘power panties’ are currently pitched at the upper end of the shapewear market, for instance
they are only sold at top departments stores (luxury retailer Selfridges do not stock any other
specialised brand but Spanx). By limiting the accessibility of the product Spanx have created a certain
prestige to their products; to the brand name, the quality and the styling. Yet considering the
economic crisis consumers are currently facing, it is possible current and potential buyers may start
to downgrade to similar and cheaper products. The British Retail Consortium (2008) have highlighted
that consumer confidence is considerably low, with only one in five believing a recession will be over
in a year. Yet, Blakely has commented that Spanx have increased sales previously throughout a
recession (The Observer 2008) and Mintel reason this is because underwear is a relatively low cost
for consumers when times are hard (Mintel 2008). Therefore, Spanx need to capitalise on this by
continuing to encourage consumers to part with their money by adding value to their product.
2.3 CONSUMER MARKET
Currently, ‘power panties’ are targeted towards older women. On face value this is logical as
national statistics (2007) show that in 2005 at least 30% of women aged 35 -45 were overweight.
This increases by 5% for women above 45 (see figure 2.1 below for all statistics). With most women
also believing they should weigh less than they do (Borland and Akram 2007) there was an ideal
market opportunity to sell Spanx to these women; as an affordable way to create a slimmer figure
without any drastic action. Yet, with the product launching in 2002 it seems that the hype
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surrounding ‘power panties’ has decreased and profitability for this market will eventually mature.
Without product development, this target market will become at best a ‘cash cow’ for revenue.
Figure: 2.1 Body mass index: by sex and age 2005
Women
Desirable
(18.5 to 25)
Underweight
(18.5 and under)
16–24
25–34
35–44
45–54
55–64
65–74
75 and over
5
2
1
1
1
1
3
63
52
44
36
34
23
32
Overweight
(25 -30)
Obese
(over 30)
19
27
30
35
37
42
40
12
19
25
28
28
34
26
Source: National statistics (2007)
Future opportunities are considered to lie with a younger audience, Mintel suggest (2008) that
shapewear can be brought to a broader and younger audience through fabric innovation. Adding to
this, figures have shown 15-24 year olds spend more on underwear than older age groups (Mintel
2008). Almost a quarter spend £11 - £20 per month (Mintel 2008) despite the fact they more likely
to have less money to spend. Over 50% of women under 25 maintain a desirable weight (national
statistics 2007) but they also face greater pressures to look good than older women (Borland and
Akram 2007). They also are more likely to wear tighter clothing and consequently they could be
lured into buying shapewear to enhance a smother and more shapely appearance, as opposed to
becoming slimmer. In addition, considering the following graph (see figure 2.2), results show that
older and more affluent consumers are more likely to have been exposed to shapewear products
that are sold at stores such as M&S, BHS and Debenhams. On the other hand, younger consumers
purchase their underwear at retailers such as TopShop and New Look. Neither of these stores sells
shapewear and consequently young consumers are unexposed to the benefits and availability of
shapeware in the UK.
Figure 2.2: Where underwear is bought and by whom, December 2007
Base: 2,053 adults 16 +
2.4 INFLUENCE OF
FASHION
The rise and popularity
of shapewear is
AliceSource:
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GfK NOP/Mintel
(2008)
strongly affected by current fashion trends. Mintel (2008) indicate that in the past four years there
has been a rise in popularity of skirts and dresses, which have led consumers to become more
interested in slips, hosiery and shapewear. Inevitably, growth is dependent on how fashion changes.
If there is a sudden change for volumised and unfitted clothing then there will be no need and
subsequent market for Spanx. WGSN, a leading specialist in trend analysis, suggest that currently
women are drawn to Hollywood stars who promote a curvaceous and shapely figure. They have also
predicted that seamless and structured styles will continue to be prevalent next spring/summer 09
as illustrated in figure 2.3 and 2.4.
Intimate directional details and shapes for spring/summer 2009
Figure 2.3 –seamless and moulded styles will encourage consumer to continue
buying shapewear
Figure 2.4 – underwear that creates smooth lines will be needed when
wearing structured clothing.
Source: WGSN 2007
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2.5 COMPETITION
As mentioned previously, competition is fierce within the shapewear industry. M&S are one of the
key competitors: Standing as the number one shop for underwear (Mintel 2008), they also sell over
a million items of their shapewear range ‘Magic wear’ every year (Mail on Sunday 2008). Adding to
this, a product development technologist at M&S has suggested that when the ultimate shapewear
was launched sales doubled (The Times 2008). It appears M&S are making a conscious effort to
make shapewear sexier as illustrated in their advertisement campaign (shown as part of figure2.5).
Similarly to Spanx they intend ‘firm up what you’ve got’ as opposed to promoting weight loss (The
Times 2008). There are also ‘celebrity’ stylists who have launched their own lines using clever
marketing to sell their brand. This includes Trinny and Susannah and Gok Wan, who both pitch their
prices higher than ‘spanx’. Lastly, there are the lingerie specialists who Spanx will be directly
competing with in department stores such as Ultimo and Intimas. On the following two pages are
illustrations of selected competitor’s products:
Marks & Spencer
‘Magic Shaper Shorts’




Price: Very cheap at £4.00
Product shapes hips, thighs, bottom and
stomach.
82% polyamide, 17% elastane lycra and 1%
cotton
Only available in one colour
‘Magic Firm Control Thigh Slimmer’

Price: £20

Similarly they slim the thighs and bottom but
not the tummy.

Unlike spanx, they have an elasticised waist.

They contain more lycra with the fabric
composing of 65% polyamide, 35% elastane
lycra.
Figure 2.5 – M&S’ sexier
advertisement for shapewear.
Source: Marks & Spencer.

Feature engrained pattern on the front

Available in a few basic colours.
Trinny and Susannah
‘Bum lifter magic pants’




Price: Expensive at £30
Product shapes hips, thighs,
bottom and stomach.
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Similar fabric content to M&S ‘Shaper Shorts’: 86%
Polyamide, 13% Elastane, 1% Cotton|
Stylised design to product – curved waist band
Ultimo
Figure 2.6 – Front and back
view of bum lifter magic pants.
Source: Magic Knicker Shop
‘Control Short’






Figure 2.7– Side view of black
and nude ‘control short’.
Source: Ultimo
Price: Mid-range £25
Shapes bottom, thighs and stomach.
Waistband has added silicon strips to
ensure shorts stay in place.
Shorts sit extra high for more tummy
control.
Available in black and nude.
Similar content to Spanx’s power
panties; 91% nylon, 6% elastane and
3% cotton.
2.6 SUBSTITUTE PRODUCTS
Alongside direct competitors, there are a number of substitute products that will fight for the same
target market as Spanx. Perhaps most akin to shapewear is the hosiery market. At the moment,
there is a predominant fashion trend for coloured and patterned tights, which will lower sales for
Spanx because it is both unnecessary and uncomfortable to wear them underneath. In addition, a
Mintel hosiery report in 2007 highlighted part of the reason the hosiery market has seen growth is
because there are now an increasing number of support and body shaping tights. If this trend
continues then the need for Spanx’s ‘power panties’ could diminish. Other indirect competition
comes from both the natural and unnatural methods of changing the body: Exercise/Dieting and
cosmetic surgery. The latter industry provides a greater turnover than shapewear and Mintel’s
report on cosmetic surgery (2007) estimated the industry to be worth over £900 million by the end
of 2007. The price differential is key when marketing shapewear. However, it also seems they need
to minimise the fact that it is not long lasting for this would be the reason consumers would choose
surgery instead. While dieting and exercise are becoming important to the public in achieving a
healthy lifestyle (Mintel 2007), let alone for the beauty benefits alone. Therefore, Spanx need to
segregate from this market and ensure they promote ‘power panties’ as a complementary product
to a healthy lifestyle as opposed to an alternative.
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TECHNOLOGICAL DEVELOPMENTS
As mentioned previously innovation and differentiation are the future driving factors for success.
Yet, ease of wear and comfort are two elements that must be maintained for any new
developments. The idea is to encourage users to wear their ‘power panties’ regularly rather than
simply for an occasion. In the past, the development of fabric innovation has led to lighter
shapewear (Mintel 2008) and it essential Spanx look to new technology for continuous
improvement. Penn Elastic, a manufacturer of elastic knitted fabrics for lingerie and shapewear,
suggest the new generation of shapewear products will offer ‘decoration and function as one’. This
will be driven by better use of colour’, materials and overall styling to enable Spanx to stay ahead of
the market.
3.1 MATERIALS
Innovation involving the following fabric properties: Stretch, weight, softness, support and shape are
the key components that will improve the overall design of ‘power panties’. However, since there
are a number of suppliers offering new materials that fulfil the criteria above, a break down of the
best offerings have been selected and listed below:
Penn Elastic DreamShape

‘Family of revolutionary stretch fabrics’, which are able to adapt to each individual user.

Shapewear is not constricted by the fabric and instead will conform to the functionality of the
product.

Constructed using weft lock, the fabric allows for ‘integrated power zones' that provide greater
pressure to be applied in specific areas only.

The materials can be used as a base for print and embroidery allowing for more feminine and
attractive styling. Soft and supple power can include stripes, plain and ornamental power nets
for decoration.
On the thigh there is a ‘power
zone’ which illustrates the
materials ability to apply
stronger pressure in the
necessary area.
Here you can see the
ornamental power net –
provides supple power and
attractive
Close fit that conforms to
the body of each individual
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user
Source: Penn Elastic
Dogi International fabrics - Invisible (Trademark registered)

Offer sheer and light fabrics developed especially for lingerie to give stretch and support.

Create invisible fabrics through new and exclusive light yarns that allow quick recovery.

Despite lighter in weight, they still maintain the same tension as heavier conventional fabric.
Weighing 10 grams
less than the
conventional fabric,
invisible still provides
at least double the
tension.
Conventional fabric is
heavier and provides
less tension.
Light Sheer fabric can be integrated
into new design for ‘power panties’.
Source: Dogi International
Invista - Easy Set LYCRA® fiber (Trademark registered)

Invista have manufactured a new brand of elastane fibres that improves the quality and
efficiency of elasticised fabrics in circular knits, which is currently used to create ’Power
Panties’.

The fabrics are described to set at a lower heat temperature, which would allow Spanx to
‘maximise energy saving or maximise throughput by increasing frame speed’.

Low heat also keeps colours brighter, retains shape and is said to be fibre of choice for
moulded fabrics.
3.2 DETAIL
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WGSN (2007) have highlighted that fabric innovation will make it possible to add delicate and
feminine features to shapewear. Ultimately, this will make the garment more attractive and
therefore more appealing to consumers. One of these developments includes the introduction of flat
lace effect fabrics. This would create subtle details to the ‘power panties’ without causing visible
lines under clothes. WGSN outline for spring/summer 2009, one of the key directional details are
Source: WGSN
‘lace placements’. Therefore, small sections of lace could be strategically placed across the
shapewear, making sure to avoid the ‘control zones’.
Here is an example of a flat lace
effect fabric manufactured by Dogi
International Fabrics. This will allow
subtle details.
A key trend for lingerie s/s 09 is ‘lace
placement. On the models you can
see the lace is both sparing and
strategically place.
On the ‘power panties’ a strip of lace
could be placed running vertically
from the top to the bottom similar
to the Dior design above. This would
avoid most ‘control zones’.
Another form of technological development has centred on imprinting garments to add detail.
WGSN refer to long-lasting heat transfer prints as a guide for the future and the ability to integrate
enhancing graphics into materials. Perhaps one of the most notable and inspiring direction is
currently provided by Yun Ding. Her designs illustrate the use of ultraviolet and thermoreactive
printed inks on spandex (the key component of ‘power panties’). This suggests the possibility of
either a printed design or logo that could be places upon the next generation of Spanx products:
Ultraviolet and
thermoreactive printed
inks on spandex by Yun
Ding
Parasol printed with
thermochromic inks by Rachel
Craddock
Aluminium sputter-printed
polyamide by Schoeller
Intimate materials: Transform by WGSN – Here is
an illustration of new technologies that will
inspire the development of prints for S/S 09
.toimprgarments.
Source: WGSN
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3.3 FUNCTIONALITY AND COMFORT
One of the best ways to improve the functionality and fit of shapewear is by considering current
fabric innovations for sportswear. Often the fabric components and product specifications are
extremely similar. For instance, the active sports trend report for spring/summer 09 (WGSN)
highlighted the importance of ‘power stretch’ and the ability to create ‘Ultra-lightweight, ultrastretch, physically responsive fabrics’, which is also essential for shapewear. New fashions refer to
‘contoured and ‘seamless’ knitted fabrics that are more flexible and comfortable for the wearer,
creating a ‘barely there’ effect. Nike Pro is one company using the newest technology to enhance
the performance of their designs as illustrated and WGSN indicate they will influence the future.
The following properties described by Nike of their latest Nike Pro shirt on the left illustrate the
future possibilities for innovative shapewear:

‘Four way stretch’ - designed to give the maximum range
of movement in any direction. This form of stretch could
improve the comfort of ‘power panties’ making them more
wearable every day.

‘Intelligent seam placement’ - Seams are strategically
placed away from high-friction zones to stop rubbing and
discomfort.

‘Flat lock construction’ – Reinforced seams that are both
durable and comfortable. This will promote the longevity of
‘power panties’ and allow users to wear them often.
Source: Nike Pro
WGSN also advise the importance of comfortable seam details and they propose flat external
stitching:
Here you can see that the flat seams are
visible on the outside preventing any
friction but maintaining a smooth effect.
It also adds a design feature to the
garment
This Alexandra Dell’Acqua design for S/S
09 also shows bright red flat seams on
the front to create fashionable visible Alice Molyneaux
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14
: WGSN
3.4 MANUFACTURE
Seamless technology is described as the key element for the future and at beginning of the year and
The Knitting Industry (2008) has recently highlighted two specialist manufactures catering for the
future:
Santoni SpA – SDW8

New circular knitting model composes of a ‘double needle bar raschel knitting machine
equipped with eight guide bars with a working width of 44 inches’.

24 gauge (needles per inch): It can produce two seamless garments at once side by side.

Once knitting is complete the garment does not need to be sewed but simply cut. Only need
to sew trims.

High-tech machinery can also use electronic patterning by means of piezo elements
described to give ‘unlimited pattern scope’.
American company DuPont, a global leader in science and technology, have formed an ink that is
specially used for piezo-electric printheads use by this machine. These inks have been developed to
print on silk, nylon and nylon/elastane blends. Below are the following ‘acid’ colours available:
A573 Cyan
A542 Red
A526 Magenta
A580 Blue
A551 Yellow
A537 Orange
A591 Black
A565 Brown
Source: DuPont
Cifra - RDPJ 6/2 N

Double needlebar jacquard raschel machine

Believe machinery is more innovative than circular machinery such as Santoni because
garments are non-run and ladder proof.
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
Garments come out machine as one piece.

Machine ability to design any kind of pattern or logo; not limited by size, diameter, style or
colour. Dying is only process after knitting.
INTELLECTUAL PROPERTY
One of the core reasons Spanx has become a globally successful brand is the secure intellectual
property that is in place for all their products. Even before business grew, Blakely knew the
importance of securing a patent. However, agents refused the idea at first because they believed it
was not commercially viable, which originally led Blakely to research heavily and write the patent
herself (The Observer 2008). The claims have since been readjusted and both the patent and
trademark are registered in the UK.
4.1 PATENT
Spanx have an extremely strong patent in place used for ‘power panties’ that is very easy to find
through the government’s Intellectual Property Office. Simply by entering the term ‘Spanx’ using
‘quick search’ on espacenet will draw up several of their registered patents as illustrated in
appendix 1. This should ensure no competitors use Spanx’s patented technology unlawfully.
Spanx have four different patents in place but ‘power panties’ are protected under ‘Hoisery
Garment and Method of Making the Same’. Below is a table with the key registered details:
Patent number:
US2007199134 (A1)
Publication date:
2007-08-30
Inventor(s):
DUCKMAN JADIDEAH [US]; WILLIS BILLIE JUNE [US]; ADAMS BRIAN [US]
Applicant(s):
SPANX INC
Classification:
- international:
A41B11/00; A41B11/00
- european:
A41B9/04
Application number: US20070675713 20070216
Priority number(s):
US20070675713 20070216; US20060777040P 20060227
Source: esp@cenet database
The patent is registered both internationally and in Europe. Filed only last year, Spanx are under no
threat their competitors will soon be able to copy the patent soon. The descriptive document
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provided gives specific and precise information about the functionality, design and manufacture of
the garment. The structured description is divided into several sections:

Background of the Invention – Gives understanding of how the hosiery item differs to other
current products available and also highlights advantages of their design. This strongly
shows the novelty of the design in its own right and how it is not comparable to other
companies’ designs.

Brief Summary of the Invention – Outlines exactly what the product is and how it is
specifically constructed to create new advantages. This refers to the type of knit used
(tighter in control regions), shape, length and the fact it does not have a waistband. Other
companies can therefore not copy these exact specifications.

Detailed Description of the Invention– This section elaborates on the brief summary and
goes into further detail of the exact design accompanied by visual diagrams (however, these
are not available to see on es@cenet). This includes what the garment can be knitted from,
how it should be knitted, the preferred machinery settings (including needle type), variation
of stitch height, varying stiffness (such as stronger for the tummy panel) and the fabric
denier.
Although, the text clearly clarifies the design of the product, it also states:
‘It is to be understood that the inventions are not to be limited to the specific embodiments disclosed
and that modifications and other embodiments are intended to be included within the scope of the
appended claims’.
Therefore, highlighting the duty of other parties to know an infringement of the patent is not limited
to the explicit claims shown. This will prevent competition from both copying the exact design and
also altering minor components to create a similar replication. For the latter would also be a blatant
and deliberate way to copy the patent.
4.2 TRADE MARK
Spanx have also managed to trademark their renowned and trusted company name. Since the
shapewear market is infiltrated with a number of similar products, this is crucial to ensure customers
can distinguish ‘power panties’ from any other product. In addition, when the next generation of
‘power panties’ are launched, the trademark name should give consumers confidence in the new
product. Taking over a year to file, the trade mark was registered on 19th February 2002. The
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trademarked name can cover everything from Hosiery, lingerie, pants, shirts, shoes and swimwear.
There is another company that includes Spanx within their title: ‘Spanx and Redmond. However, as
their business involves computer gaming and software it will not cause any confusion for customers.
To see the registered trade mark details for Spanx see appendix 2.
4.3 REGISTERED DOMAIN NAME
Using the America Registry it was possible to find the registered domain name for Spanx in 15
countries including the UK. Two websites UK users are likely to utilise is Spanx.com (global site) and
spanx.co.uk (UK site for purchasing). They have also even secured spanx.net, which then redirects to
their .com site. The UK domain name Spanx was registered with Nominet on 30th September 2004,
which was actually after the company entered the UK market. The renewal date for the domain
name is next year on 30th September 2010. To view further details see appendix 3.
Spanx.com
Spanx.co.uk
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IMPROVEMENT RECOMMENDATIONS
Improvement
Description
USE COLOUR
- The market only offers basic nude colours
for shapewear. This is practical but not
visually attractive for the wearer or eyecatching when merchandised.
INNOVATION

- Recent fabric innovation means colours no
longer need to be dull and matt. For
example, WGSN highlight use of opalescent
and sheer shades, which will still be
undetectable under clothing.
Benefit
- The luminosity of these
materials looks more attractive
on the wearer’s skin.
- Broaden its aesthetic appeal
to fashionable and younger
customers.
- Project an image of quality
and innovative design to
consumers.
- Creates a luxury pearlised and iridescent
look.
FASHION DETAILS
- Innovative details are cited as the source of
growth (Mintel 2008).
- One detail to be applied is flat lace (such as
that by Dogi international fabrics).
- Creates an aesthetical garment, which is
more similar to lingerie than control
underwear and still no visible lines.
- ‘Lace placements’ key trend for
Spring/Summer 09 and consequently, to
appeal to more fashionable customers the
lace will be innovatively placed running
vertically from the top to the bottom of the
garment.
WEARABLE EVERY DAY
- Currently garment is gentle cool handwash
only and cannot be tumble dried for this will
cause the garment to shrink.
- Change of fabric or a new blend could be
- Add value to the product
because competitors relying on
the functionality of the garment
to sell the product.
- A more directional and
fashionable shapewear product
to attract fashion conscious
customers.
- Highlights it is not simply
about sliming benefits but the
aesthetic design of product.
- If the garment can be washed
easily, it is likely the user will
wear the ‘Power Panties’ more
often.
- Boost sales because
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considered.
-For example, M&S’ ‘Magic Firm Control
Thigh Slimmer’ is machine washable and can
be tumble dried. The fabric consists of
65%polymide and 35% elastane Lycra.
GREATER STRETCH
consumers are more likely to
purchase easy care garments.
- View product as a staple item
and therefore require more
than one pair.
- To make the product wearable everyday
there needs to be greater flexibility and
movement to the fabric
- Many consumers feel that
control underwear restricts
movement but with new
stretch properties to the
- For example the Nike Pro shirt illustrate the garment this would reduce the
possibility of four way stretch
effect.
-This gives maximum range of movement to
the wearer but the garment remains tight
and physically responsive.
- Flexible stretch would mean
the garment would be easier to
put on and take off.
-Using Penn elastic dream shape maybe one
way to create similar effect as it has unique
stretch properties that gives stricter control
where necessary.
A SMOOTHER FIT
- Seamless technology means that there is
no need for seams that are either
uncomfortable, or as illustrated on spanx
not visually attractive.
- By eliminating ‘sewing’, Spanx
can reduce labour intensive
processes. This will help to
reduce costs.
- The garment would not need to be cut and
only the lace trims would need to be sewn.
-No known competitors are
using seamless technology.
- Santoni SpA – SDW8 is one of the latest
- Sleeker silhouette
circular knitting machines to provide this
advanced technology.
BUILT TO LAST
- Currently Spanx use soft lycra. However,
new fibre Easy Set LYCRA® by Invista is
described to especially improve the quality
of fabric produced by circular knits (used by
Spanx).
- It is also best used for moulded fabrics and
if the garment was seamless this would be
applicable.
- Improved quality would mean
the garments would be more
durable and last for longer.
- Consumer could wear the
garment without fear of the
quality deteriorating and falling
apart.
-Keeps colours brighter and retains shape.
ENHANCED SHAPE
- Competitors Trinny and Susannah illustrate
how the shape of the product can be altered
- A modern and stylised design
that will look modern and fresh
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20
to differentiate the design.
to market.
- Wgsn described ‘feminine details’ as key
for the future and a slightly curved
waistband would further extenuate the
hourglass figure.
-Could change the shaping so
that it becomes a trademark
design that people only
associate with Spanx
shapewear.
- Shorten the length of the panties on the
legs by an inch. Still retain significant control
on the thigh but when users choose to wear
shorter styles the panties will not be visible.
LIGHTER
- New technology highlights the possibilities
of creating a ‘barely there underwear’.
- Use of light yarns that provide greater
tension than conventional yarns.
- Ensure garment in wearable
for different items of clothing.
- More comfortable to wear
and this will entice consumer to
wear the item not just for
occasions but everyday.
-Dogi International is one provider to be
investigated.
DISTRIBUTE PRODUCT
-Only available in department stores but this
There is huge profit potential in
TO YOUNG FASHION
is not where young customers shop for their
bringing ‘Power Panties’ to the
underwear (Mintel 2008).
younger market because 16-24
STORES
-Idea is not to flood the market with the
product but instead select particular midrange fashion stores such as Topshop to
supply the product as a concession.
- Aim is to broaden ‘power panties’ appeal
year old women spend more
money per month than any
other age group (Mintel 2008).
It will give greater exposure to
the benefits of shapewear.
to a larger market and make it more
More likely impulsively buy the
accessible for young people to buy.
product if it displayed next to
body conscious designs.
VISUAL MERCHANDISE
- There is no need for packagaing. Make the - Consumers will be able to
product touchable and more attractive by
visibly see the new and
placing on hangers.
improved product.
- To avoid snags make ‘power panties’
slightly thicker dernier.
-Being able to touch and feel
stretch and softness will
encourage purchases.
- Panties can be merchandised
with figure hugging fashion
garments to encourage impulse
purchases.
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PERSONAL PROGRESS DIARY
Thursday 9th October
Yesterday, I sent my proposal idea to Tim to look at a shapewear product made by Spanx. I think it
will be an interesting topic and since it is relevant to my area of study I will have a better
understanding and knowledge of this industry that I can apply. I’ve already feel there are
opportunities to develop the product such as changing the design and branding. I just need reliable
market evidence to prove this. I have done a brief check to ensure there is trustworthy information
available and Mintel have in depth reports relating to the market and there are also relevant
journals available.
Sunday 12th October
Tim Jones emailed me back and said it was a project worth doing, which is good. However, he
highlighted it maybe difficult to get information in certain areas and to look at extrapolating data
from bigger market segments. I’m going to consider looking at the underwear retailing as a whole
and figure how this can relevantly apply, such as looking at overall market growth and performance.
Saturday 18th October
Started to research spanx and found out the specific specifications of the product. Looked at where
the product is sold and the different price points used. Took notes from the Mintel ‘Underwear
Retailing report 2008’ and considered the current market conditions for control underwear.
Opportunities seem to involve clever fabric innovation and there are suggestions retailers should
look to attracting a younger market, who are unaware of the benefits.
Tuesday 28th October
Looked at the patent and intellectual property for the product. Blakely actually created the original
prototype for the patent herself in 1998. This has been reformed and checked by a patent agent and
registered in Europe. There is significant information here about the benefits of the product and
exactly how it is manufactured. However, the text refers to drawings, which are unavailable to see.
This makes it very hard to understand how exactly the product is exactly manufactured.
Monday 3rd November
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22
Started to create a written draft of the report – Introduction draft complete. In addition used
Emerald to find journal articles that indicated women’s attitudes to their bodies and how today
society is is fixated with being slim. Understanding how women think and feel will make it easier to
design and market a product, which is right for them.
Thursday 6th November
Only two weeks to go and it is not long till the final suggestions need to be made. Looked at the
latest technology – moulded and smoother fabrics seem to be what most new developments for the
future currently centre on. It is about creating a more wearable and attractive garment. I’m starting
to process these change individually to try and decide which will best apply add value to the next
generation.
Friday 15th November
In the process of writing the finalised version of the report. Emailed Tim a draft earlier in the week
and he replied today saying it looked good so far. Although, I need to label the images to make it
very clear to whoever is reading it exactly what I mean and to remember each section is equally
important. I am struggling to finalise my final improvement such as whether it would be better to
cerate a seamless garment and use bonding, or if external seams to add detail would be best. The
aesthetics are very important to the new design.
Wednesday 19th November
The report is complete and hopefully it achieves the outlined objectives of the brief. The overall
design is innovative, fashionable and fresh to both the current and new target market.
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APPENDIX 1
Evidence of search for patent
Log on to espacenet.com and begin a ‘quick search’:
Search worldwide database
Select ‘persons or organisation’
Enter company name Spanx as
the search term
The following four results are listed:
The first result is the applicable
patent for ‘power panties’: ‘Hosiery
Garment and Method of Making the
Same’.
Here is the viewable patent:
The second two items are
definitely not the correct patent
for ‘power panties’ because one
is forAlice
a braMolyneaux
and the other24for
tights.
Document includes the
exact patent number,
publication date, inventors,
the applicant ‘Spanx, Inc’,
both European and
International classification,
application number and
priority number’.
Abstract confirms it is the
right patent for garment by
giving a brief outline of
product.
Part of Abstract: ‘A hosiery garment including a top support portion that has a waist panel, buttock
panels, a tummy panel and leg panels’.
It is possible to view the both the description (detailed explanation of exactly what
the product is, the legal claims and the current legal status. However, within the
description there are references to diagrams that are not available to see on
espacnet. Both the mosaic tab and original document are deactivated.
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25
APPENDIX 2
Evidence of search for Trade Mark
Using the UK Intellectual Property Office website it is possible to make a trade mark enquiry:
Search for the trade mark word
Enter the text spanx
This brings up the following seven results:
There are two trademark numbers named SPANX –
the first and the last
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‘Spanx and Redmond’ are a software and
26
Here are the case details for the Spanx Trade Mark:
Lists the language, filing,
publication and registration
date, the class including
‘lingerie and hosiery’ and the
name and address of the
applicant and representative
Registered the same year
Spanx entered the UK
market.
Blakely has secured another Trade mark in 2004: E2088250. This is to use the trademark Spanx not
just for apparel but ‘makeup, body creams and lotions, cosmetics’ also:
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Spanx have registered their trademark
for another form of goods.
APPENDIX 3
Evidence of search for the Domain name:
The search for the Spanx domain name began by using nominet.org.uk. However, this did not
achieve any results:
Nominet is stated not to be the
registry for the domain name
spanx.
Therefore, another domain search engine named the American registry was used to find the
following results:
Spanx entered as the domain search
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This retrieved some of the following results:
UK site name cited as
unavailable
Spanx.com and
spanx.net also
registered.
The UK retrieval was then checked:
www.spanx.co.u
k
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On the American registry the UK site for spanx is registered at:
GX Networks Ltd t/a 123-Reg.co.uk [Tag = 123-REG]
URL: http://www.123-reg.co.uk – This link led to the following website where Spanx can be
entered in the domain search:
This led to the following records of the registration for spanx.co.uk to be found:
Registered on the 30th September 2004,
the renewal date is due on 30th
September 2010
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Despite not being able to find spanx.co.uk
on Nominet at first, this shows the website is
30
The registration for Spanx.com was also found:
Registered with different company
to spanx.co.uk
Created on 11th January 1999, the
site is due for renewal on 11th
January 2018.
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REFERENCES
1. Anon., 2008. Control pants are big business. Daily Mail, 9 Oct. Mintel Group.
2. Anon., 2008. New seamless warp knits from Cifra. The Knitting Industry, 22 Oct.
3. Anon., 2008. Consumer confidence hits new low – Just 1 in 5 say recession will be over
within a year. British Retail Consortium, 10 Nov.
4. Blake, S., 2007. Intimate trend: Shaping the future. Trends Intimate/Swim Fast Tracks, 31
May. WGSN.
5. Borland, H. and Akram, S. 2007. Age is no barrier to wanting to look good: women on body
image, age and advertising. Qualitative market research: An international journal, 10(3), pp.
310 – 333. Emerald Group Publishing Limited.
6. Clarke, A., 2007. Hoist your bosoms to the sky- and give two fingers to gravity. The Guardian,
4 Nov.
7. Cooke, R., 2006. The riddle of Spanx. The Observer, 26 March.
8. Dogi International Fabrics. 2008. Invisible. Available at:
http://www.dogi.com/english/products/invisible.html [Accessed 5 November 2008]
9. DuPont. 2008. Artistri A500 Series Acid Dye Ink. Available at:
http://www2.dupont.com/Artistri/en_US/products/inks/500series_aciddye.html [Accessed
5 November 2008]
10. France, L., 2008. The woman in control of America's bottom. The Observer, 13 April.
11. Hunter, B., 2008. Santoni shocks by extending seamless concept into warp knitting. The
Knitting Industry, 5 June.
12. Instra America Registry Inc. 2006. Domain search results. Available at: http://domaincheck.americaregistry.com/check.php?s=americaregistry [Accessed 16 November 2008]
13. Invista. 2008. Easy Set Lycra Fibre. Available at:
http://www.lycra.com/g_en/webpage.aspx?id=87 [Accessed 5 November 2008]
14. Nominet UK. 2008. Whois record for spanx. co.uk. Available at: http://www.123reg.co.uk/order?action=whois&page=whois&domain=spanx.co.uk [Accessed 16 November
2008]
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15. Nike Pro. 2008. Thermal Extreme Long Sleeve Mock. Available at:
http://www.nike.com/nikeos/p/nikepro/en_US/ [Accessed 6 November 2008]
16. Penn Elastic. 2008. Dreamshape. Available at: http://www.pennelastic.de/en/welcome.htm
[Accessed 7 November 2008]
17. Research Paper Mintel (2008) ‘Dieting UK February 2008’, Mintel Group.
18. Research Paper Mintel (2007) ‘Cosmetic Surgery UK November 2007’, Mintel Group.
19. Research Paper Mintel (2007) ‘Hosiery UK June 2007’, Mintel Group.
20. Research Paper Mintel (2008) ‘Underwear Retailing UK April 2008’, Mintel Group.
21. Rose, H., 2008. Inside Marks & Spencer’s undies HQ. The Times, 4 Oct.
22. Self, A. and Zealey, L. (2007). Social Trends No 37 2007 edition. Office for National Statistics.
Palgrave Macmillan.
23. Spanx, Inc. 2008. About Sara. Available at:
http://www.spanx.com/corp/index.jsp?page=aboutSara&clickId=topnav_aboutsara_text
[Accessed 8 October 2009]
24. Spanx, Inc. 2008. About Us. Available at:
http://www.spanx.com/corp/index.jsp?page=aboutUs&clickId=topnav_aboutus_text
[Accessed 8 October 2008].
25. Spanx, Inc. 2008. Panty Shapers – Power Panties. Available at:
http://www.spanx.com/product/index.jsp?productId=2990119&cp=2992555.3010053&pare
ntPage=family [Accessed 8 October 2008].
26. UK Intellectual Property Office. 2008. Hosiery Garment and Method of Making the Same.
Available at:
http://v3.espacenet.com/publicationDetails/biblio?KC=A1&date=20070830&NR=200719913
4A1&DB=EPODOC&locale=en_GB&CC=US&FT=D. [Accessed 28 October 2008]
27. WGSN Report, (2007), Active Sports Materials: spring/summer 2009, WGSN.
28. WGSN Report, (2007), Intimate Materials S/S 2009, WGSN.
29. WGSN Report, (2007), Intimate S/S 2009: Directional details and Shapes, WGSN.
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