Spanx Goes After Bras

Spanx has its sights set on categories outside of shapewear, a sector of the intimate apparel market that is facing challenges. According to the NPD Group, shapewear sales in the U.S. declined by double digits in 2016 to $604 million. Spanx, which was started by Sara Blakely in 2000, is hoping to counteract this by growing the assortment and homing in on the bra, legging and ath-leisure categories. Although Spanx launched its Bra-llelujah style in 2008, it has tweaked the bra and expanded on the original concept. The foundation of the bra is a hosiery back, front closure and soft straps that are free from hardware. Now the collection includes a full coverage option and a racer-back silhouette. In the coming months the brand will release an unlined style along with more color options. The line retails from $48 to $68. “Shapewear is known for being neutral so we want to add more color to our collection,” said Christine Miller, senior director of communications at Spanx. To add an element of sexiness to the line, the company has introduced its first lace collection called Spotlight on Lace, which targets the bridal market but is wearable for every day. Spanx just released a lace bralette that retails

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