Company Case 5

Spanx: Changing the Way an Industry Thinks about Undergarment

https://www.sbnonline.com/article/sara-blakely-reshapes-undergarment-business-spanx/

https://www.youtube.com/watch?v=BnvoO32JwP8

https://www.youtube.com/watch?v=OPiMxab7e2U

Synopsis In a fruitless effort to find an undergarment that would smooth her shape to the point where she could wear her favorite articles of clothing without feeling self-conscious, Sara Blakely developed her own. Shortly thereafter, she launched Spanx, a brand of undergarments that would go on to define a new product categoryshapewear. Initially slow to catch on, Blakely realized that the success of Spanx would require changing the way women went through the decision process of buying clothing and undergarments.

Teaching Objectives

The teaching objectives for this case are to:

1. Provide a practical application for the buyer decision process.
2. Learn the factors that influence consumer behavior.
3. Illustrate the importance of emotions in making purchase decisions.
4. Highlight the factors that affect the development of consumer attitudes.

Discussion Questions

1. Of the factors that influence consumer behavior, which category or categories (cultural, social, personal, or psychological) best explain the success of Spanx? Why?

2. Based on principles of consumer behavior, explain the challenges faced by Spanx in its early years.

3. Discuss the buyer decision process as it relates to women and shopping for clothing. How did Spanx change the way women go through the steps of the buyer decision process?

4. Has Spanx changed the world? Explain.