spanxFootless body-shaping pantyhose
No lines. No feet. No kidding.
Neiman Marcus buying office · Dallas · 2000
ten minutes, please
What your fitting rooms hear
She loves the cream pants until she sees the back.
Can you see my underwear in these?
- I'll just wear the black ones.
- Not with sandals.
R&D, 1998
I cut the feet off my control-top. It worked.
- Budget
- $5,000 of savings, all of it
- Day job
- Selling fax machines, door to door
- Lab equipment
- One pair of scissors
the feet:
no longer needed
The before and after
Same cream pants. Spot the difference.
without
with
Agenda · 10 minutes
Give me ten minutes and one ladies' room.
010 min
Smooth
The product
Three promises, one price tag.
- Footless
- Open-toe shoes, no seamed toe.
- Control top
- Smooth from the waist down.
- Invisible
- Under cream, white, anything fitted.
spanx
Footless Body-Shaping Pantyhose
$20 a pair
On your hosiery wall
Every box on the wall is beige. Ours is red.
you already found it
Proof
Every mill said no until one asked his daughters.
The first women who saw it said yes. They're your customer.
While you were out
- For
- Sara
- From
- Highland Mills, N.C.
- Telephoned
- Please call
- Will call again
- Wants to see you
Message
Re: the footless pantyhose. Owner ran it by his daughters.
Answer: yes.
Objections
You were about to ask four things. Asked and answered.
Who wears pantyhose with no feet? Anyone in open-toe shoes. In Dallas, that is everyone. Handled
Is it protected? I wrote the patent myself from a textbook. An attorney finished the claims for $750. Filed
Who is backing you? $5,000 of my own savings. No investors, so nobody to call before I say yes. Self-funded
Will anyone find it? It is red. You found it on the last slide. Obvious
Forecast
Start with seven stores. Then it gets loud.
- 2000 Seven Neiman Marcus stores Today, if you say yes
- Nov 2000 Oprah's Favorite Things She doesn't know yet
- May 2001 QVC: 8,000 pairs In under eight minutes
- 2012 Forbes cover Youngest self-made female billionaire
conservative
Next step
Seven stores, $20 a pair, on the wall in three weeks.
- TodayYouSign the purchase order
- Week 1MeThe mill ships, in red boxes
- Week 3BothOn the wall in seven stores
- Vendor
- Spanx, Atlanta, GA
- Ship to
- Neiman Marcus, 7 stores
- Item
- Footless Body-Shaping Pantyhose
- Retail
- $20 a pair
- Delivery
- 3 weeks
Buyer, Neiman Marcus · Dallas
Approved