I was traveling to Paris last week with a very good and very very curvaceous friend of mine who'd left something very very crucial at home.
I left my "Spanxs!" she frantically exclaimed.
Huh? Well of course I'd heard of them they're the footless pantyhose that have been so impeccably branded and promoted they're in a league of their own.
Certainly my dear friend had enough sense to realize they are just pantyhose...
they could easily be replaced.
Well unfortunately the long flight may have shaken some of her marbles a loose.
My friend explained she wears Spanx every single day and they were the only things that put her hips "under control.
" She wouldn't think of spending her European vacation without them.
Knowing the power of branding the way I do...
my reaction "You couldn't be serious?" but at the same time "You probably are.
" So we hit the road...
not to see the Eifle Tower, The Louve or to stroll the Champs Elysees..
..
we were on a hunt for Spanx.
Many stores..
..
confused salespeople and evil looks from me later she reluctantly purchased a "tummy control," girdle...
the kind that have been around forever.
As far as I could see they controlled her hips more than enough.
Spanxs essentially created a category of one.
They transcend control top footless pantyhose into the only "real Spanks," you could buy.
Was it the fun name...
the cute packaging..
..
or the clever tagline of "power panties.
" Probably an insidious combination of all three..
..
..
plus a few other components of the word of mouth phenomenon they created that add up to this powerful expression of customer loyalty.
(sidenote...
The Tipping Point by Malcolm Gladwell...
is one of my favorite books about w-o-m marketing).
Upon returning to LA from 7 days of an"I'm on vacation," diet of margarita pizza, buttery croissants and chocolate moose my tummy started to feel slightly out of control.
My strategy..
...
hit the gym and whole foods market but to go out this Saturday night..
..
maybe I'll try Spanx? I'll admit some way or another they've piqued my interest..
..
I left my "Spanxs!" she frantically exclaimed.
Huh? Well of course I'd heard of them they're the footless pantyhose that have been so impeccably branded and promoted they're in a league of their own.
Certainly my dear friend had enough sense to realize they are just pantyhose...
they could easily be replaced.
Well unfortunately the long flight may have shaken some of her marbles a loose.
My friend explained she wears Spanx every single day and they were the only things that put her hips "under control.
" She wouldn't think of spending her European vacation without them.
Knowing the power of branding the way I do...
my reaction "You couldn't be serious?" but at the same time "You probably are.
" So we hit the road...
not to see the Eifle Tower, The Louve or to stroll the Champs Elysees..
..
we were on a hunt for Spanx.
Many stores..
..
confused salespeople and evil looks from me later she reluctantly purchased a "tummy control," girdle...
the kind that have been around forever.
As far as I could see they controlled her hips more than enough.
Spanxs essentially created a category of one.
They transcend control top footless pantyhose into the only "real Spanks," you could buy.
Was it the fun name...
the cute packaging..
..
or the clever tagline of "power panties.
" Probably an insidious combination of all three..
..
..
plus a few other components of the word of mouth phenomenon they created that add up to this powerful expression of customer loyalty.
(sidenote...
The Tipping Point by Malcolm Gladwell...
is one of my favorite books about w-o-m marketing).
Upon returning to LA from 7 days of an"I'm on vacation," diet of margarita pizza, buttery croissants and chocolate moose my tummy started to feel slightly out of control.
My strategy..
...
hit the gym and whole foods market but to go out this Saturday night..
..
maybe I'll try Spanx? I'll admit some way or another they've piqued my interest..
..