Entrepreneur from America Sarah Blakely was able to build her entire billionth empire with the help of such a wardrobe item as underwear that draws a figure.
It only took eight years for a 29-year-old woman to find her place in the corrective underwear market, which was already crowded, as well as earn her first billion and conquer the international market.
And the beginning was quite ordinary – it was our own need for this product. Sarah was supposed to attend the party, and she could not find a suitable tightening underwear under cream trousers. The woman then got out of this situation with the help of ordinary tights, cutting off their gusset. But this incident inspired her to develop her own collection of corrective underwear.
Having invested all her free time and accumulated savings in the amount of five thousand dollars to create a prototype of corrective tights, the woman began to look for a patent attorney in order to obtain a patent for her development. But she couldn’t find such a woman (Sarah was confident that only the fair sex could clearly state the whole essence of her concept). Therefore, Sarah had to study a lot of material on patent law and get it on her own.
After that, a lot of time was spent searching for the manufacturer of her unique corrective tights. Most of the factories were run by men who considered her business idea extravagant, so Sarah could not agree with them on the production of a series of her products. The woman was so desperate after the failures of a large number of manufacturers that she was ready to abandon her idea.
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But in 2000, a television program caught her eye, in which the famous TV presenter Oprah Winfrey led discussions about how ordinary pantyhose and stockings were inconvenient for her. In these considerations, Sarah saw a “sign from above.” She began to ring up all the existing factories again, until she agreed on a business meeting with one of the leaders. Later, it was with him that an agreement was concluded on the release of the first batch of corrective tights, authored by Sarah Blakely.
It turned out to be very simple to establish contacts with shops, since it is almost always women who are engaged in the purchase of goods. To persuade them to take on the implementation of perfect corrective tights, it was enough just to demonstrate the goods in action. Very soon Spanx stretch underwear became so popular that the whole world knew about it.
To thank Oprah Winfrey for the impetus that she gave Sarah at the dawn of her business, Blakely sent Winfrey the best set of lingerie from her collection. Oprah immediately responded to this gesture. She added Spanx corrective tights to the list of the best things of 2000, and then sent a film crew to shoot a story about an American entrepreneur. After this story went on air, Sarah Blakely received more than a thousand offers of a commercial nature from different countries, and the volume of orders from various outlets increased very much.
Spanx’s annual profit today amounts to approximately $ 250 million, and the company’s assortment has more than two hundred items. These are corrective shorts, and tights, and body. Even costumes with dragging effect managed to release this company. Many celebrities have already given their preference to Spanx corrective underwear.
The success of this category of products for women prompted the company to launch a men’s collection of slimming underwear. A T-shirt complete with underpants perfectly tones and strengthens the stomach. This helps every man visually get rid of excess fat and become the owner of ideal forms. The department store Selfridges, which is located in Britain, claims that the men’s collection of corrective underwear is in great demand and popularity.
The company Sarah Blakely began to make a profit from the very first days of existence. Yes, this is not surprising. After all, the founder of the company put all her heart into the creation of her collection.