The Muse: August Founder Feature
Highlighting female entrepreneurs rising above the rest. Showcasing their brand, wisdom, success stories, missions, products, styles and more.
Sara Blakely, Creator of Spanx
Let’s talk about the brand that re-shaped (literally) the industry.
Sara Blakely, genius creator of Spanx, cut the feet off her pantyhose and she sparked a revolution. Spanx became synonymous with comfort, confidence, and a little bit of sass, giving women everywhere the freedom to feel fabulous in whatever they wear. Today, it’s impossible to walk through a department store without encountering the brand that started with a dream to simply make women’s lives easier.
HOW DID SARA MAKE HER BRAND SO SUCCESSFUL?
I could come up with 3 things we use in branding constantly as success points for Spanx:
Authenticity — From day one, Sara has been extremely dynamic and “with the flow” of the companies journey; from the rejections to the victories. Spanx’s success is deeply rooted in its founder’s authenticity (literally her personality), which resonated with women everywhere.
Innovation — Spanx was the first of it’s kind in the shapewear industry; it was a brand with a clear mission to innovate. If you’re rolling your eyes at the buzzword “innovate”, think IMPROVED instead. Whether it’s the original footless pantyhose or the latest in comfy, body-enhancing leggings, Spanx has consistently led the way in making women feel confident and comfortable.
Connection — This wasn’t just about a product; this was also about a community. Spanx speaks directly to its audience, understanding their needs and desires in a way that few brands do. It’s not the product they’re selling; they’re selling confidence!
“Branding is everything. Your product can be great, but if you don’t have a brand that connects emotionally with people, it’s going to be hard to stand out. Authenticity in branding and design is key—people want to see the real you, not some polished version of what you think you should be.” - Sara Blakely
Sara Blakely is a trailblazing entrepreneur, a fearless innovator and a role model for women everywhere. Her journey with Spanx is a testament to the power of believing in yourself and daring to do things differently. She didn’t wait for permission to change the industry; she grabbed a pair of scissors and created her own opportunity.
This modern day inventor inspires us on Instagram daily (@sarablakely). Follow her for digital mentorship! And dare to do shit different.