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Spanx Inc.: Growth Dilemma for a Shapewear Leader

Lookup NU author(s): Dr Saurabh BhattacharyaORCiD


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Spanx Inc., founded in 2000, was a U.S. intimate apparel company that sold body shaping undergarments known as shapewear. Through word-of-mouth marketing by celebrities and consumers, Spanx achieved 2016 sales of US$400 million globally. However, Spanx’s leadership position was being threatened by a shift in consumer preferences, medical concerns over the dangers of compression wear, and competitors launching more comfortable products in the active wear category. Would Spanx be able to sustain its growth or was it beginning its decline?

Publication metadata

Author(s): Agnihotri A, Bhattacharya S

Publication type: Online Publication

Publication status: Published

Series Title: Ivey Publishing

Year: 2017

Acceptance date: 15/12/2017

Publisher: Ivey Publishing

Place Published: London, Ontario, Canada


Notes: Product number: 9B17M184