I really don't think it's a question of proprietary IP, infringement risks, etc. It's not complicated technology. Spanx succeeded because they created a brand that massively expanded the market for slimming compression undergarments; they were especially effective in marketing to men.

Yes absolutely this imo. I worked at Saks Fifth Avenue around the time Spanx we’re taking off. It was absolutely about the “lifestyle” and the brand. There might have been competitor and there might have been knockoffs, but they were just that: not Spanx. And that was very important.

I remember one of the top sales girls joking with her clients constantly after Christmas one year about how she’d had too much to drink at the Christmas party and she’d fallen and rolled or something and “next thing I knew my Spanx were hanging out”. And they’d all laugh uproariously as they held several pairs to buy.

It’s this magical sweet spot where they were just expensive enough to be special and “the real deal”. Competition didn’t matter. Price didn’t matter. Spanx mattered. I found it insanely interesting.

I think the question is what prevented Amazon counterfeiters from selling their fake merchandise under the Spanx name on Amazon. But as said above, Spanx may have had the resources to fight this.