“Blue Oceaning” A Tired Industry
Spanx has succeeded in reviving a tired industry by casting it in a fresh new light according The Wall Street Journal’s August 7th issue.  A la Blue Ocean strategy, Sara Blakely and Spanx have rendered the competition irrelevant by transforming the grandmotherly product of shapewear into cool and hip.  It has raised the dimensions of packaging and image, created the new dimension of invisibility and fit, and infused emotion through coolness.  This has enabled Spanx to own the high-end marketspace of designer clothes wearing women. 

Connecting To A Space Through Two Dimensions: Useage and Demographics
In line with the strategies outlined in my forth-coming book, Owning Marketspace, Sara owns two space factors/dimensions: usage and demographics.  The usage type and occasion of the product are key – seamlessness and shapeliness under pricey garments typically worn when “going out” or for special events.  Spanx captures a younger, fashion-conscious demographic. Both these dimensions are critical to developing this Blue Ocean for this business, and Sara Blakely has deftly, coolly captured this marketspace. 

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Mike Bolden marketing expert and blue ocean strategist - writing to inform, enlighten, and inspire.  Author of forth coming book, "Owning Marketspace".  Available for consulting and speaking engagements.