"The opportunity to steer the future legacy of the brand was an exciting challenge - it's an American icon hidden in plain sight, with a substantial business distributed in close to 30,000 stores across the country and has an awareness with 60% of American women," Téllez told Business Insider.
"I look at Spanx as being the innovator of modern shapewear. I look at SKIMS as bringing fashion to the shapewear industry, but L'eggs was the initial driving force behind the popularity of hosiery in America during the late 20th century, and we're now tapping into that heritage to attract today’s consumers with updated messaging and engagement strategies."
"L'eggs quickly became a consumer favorite recognized for its colorful egg-shaped packaging and celebrity-endorsed TV ads. However, changing consumer preferences are a challenge as we try to re-establish this brand in the current market," Téllez noted.
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