(Filed Under wholesale Shapewear News). Shapeez, a company founded almost six years ago, is in the midst of “re-branding” itself, a process that was explained by David Berner, the company’s executive vice president and CFO, in an e-mail interview with BODY.
“Shapeez was launched in November of 2007,” he began. “The original concept was to offer women an all-in–one garment that didn’t solve one problem and create another. We wanted a garment that had full support without bands or closures making it nearly invisible under clothing.” The company began with two styles. “The Ultimate and Shortee. Today, these are still our best sellers but other style are gaining significant ground.”
“We started becoming more known in the industry as producing a “shape wear” product. But what really differentiates Shapeez from 90% of our competitors is that our garments have a “real” integrated full support bra. Since this is a key differentiator, we wanted to be known as a bra company with products that offer with superior support, shaping, slimming and smoothing.”
We asked about the goals of the re-branding campaign. “To stand out in the bra industry as offering something other bra and shape wear companies do not have,” Berner replied. “In fact, all our garments are bra sized whereas most in the shape wear “bra” business offer a shelf-bra solution in small, medium and large type sizing.”
“Our re-branding will include all promotional materials, advertising and website. Our PR company will also make sure our messaging is consistent and clear,” continued the executive. “Our tag lines had previously focused of the back portion of our garments,” he explained, pointing to one that promoted “The end of visible bra lines and back fat.” These messages were “consistent with our patent, however, new branding and marketing will begin to describe products as amazingly supportive and comfortable with appearance benefits.”
“The re-branding began early in 2013 and will continue indefinitely. All new styles will be launch with new branding. Older styles are being transitioned.”
A recurring theme with Shapeez is the importance of the bra in shaping garments. “I’d rather emphasize the bra in the shape wear because we are a bra company with some shape wear benefits in our longer styles.” He continued, “The traditional bra has an elastic band going around the body. This creates lines and back bulges that negatively alter a woman’s body and makes her look heavier than she is. Our bras have our patented “smooth back design” which eliminates visible bra lines and bulges creating a smoother, slimmer appearance.”
We asked how Berner would like the company to be viewed as the new brand image rolls out. “We’d like customers to know that Shapeez offers the most supportive and comfortable bras on the market that not only support and shape the breasts but they also make a woman look slimmer too!”
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