Spanx Owns Marketspace Through The Blue Ocean

“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. 

I am willing to talk with blog participants live via phone for free consultations.  I am also available to companies, businesses and organizations for consulting engagements and speaking opportunities.  For any of these request, E-mail me .  I will help my readers in any way possible – I want to share my knowledge and expertise.

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.

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Another Blue Ocean For Safeway – Tiered Marketspace Presences

In my forthcoming book, Owning Marketspace, I outline four key types of factors for determining how to target and define a space in a given market or segment: demographics, geography, lifestyle, and usage. For Safeway and its store brands to address the shift in buying away from national or premium brands to private label store brands, a tiered clustering localization presence according to demographics and lifestyle would be highly advantageous.  For Dominick’s, Vons, Tom Thumb, and Safeways’, they can position the merchandising, store decorum, overall in-store experience, and premium or non-premium services along the lines of demographics and lifestyles which are premium/high, mid-range/middle of the road, and economical/low cost.  A comprehensive re-positioning of each chain is not necessary, but rather the development of upper-tier oriented stores on the affluent end of the demographical and lifestyle spectrum and focusing on price point, essentials, and basic value-added service for the economical-oriented areas and buyer.  Future articles will address market portfolio strategies for organizations and how those strategies relate to Blue Oceans. 

I am willing to talk with blog participants live via phone for free consultations.  I am also available to companies, businesses and organizations for consulting engagements and speaking opportunities.  For any of these request, E-mail me .  I will help my readers in any way possible – I want to share my knowledge and expertise.

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.

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