Thiago Pasos, vice president of marketing for Squeem, said that in order to experience sustained success in a competitive market like shapewear “you need to constantly think about your target market and ask yourself, is my offer still relevant? In other words, find out if your brand still connects with your audience, if your product still meets their needs, if your distribution still reaches them, etc.
“We have been able to understand these trends and make the necessary adjustments to [keep] our offering relevant by targeting our brand for the right customers, and offering them a product with unique benefits that not only helps [consumers] shape their bodies better than the competitor’s [products], but also offers health-related benefits for a fair price.
“Another important part of our success has been our goal to provide an excellent offer to our business partners. All of our products have an amazing margin, we carry all items in inventory to ensure that we have what they need, we focus on shipping our orders with accuracy and efficiency, we do not have minimum quantities to help smaller retailers, we offer drop-ship for websites who cannot afford or do not want to carry inventory, and we also offer promotional materials. All this to make sure that we make the life of the reseller as easy as possible.
Pasos named men’s styles and plus sizes as current trends in the market. In coming years, he predicts that it will continue to grow, both in products and customer reach as “the concept of using shapewear becomes more and more common for the average women, and one day it will be become just another part of their closet.”
Most of Squeem’s products are available in sizes XS through 5XL, and the company primarily targets Hispanic and African American women from ages 25 to 55 with a particular emphasis on plus sizes.
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written by Amanda Torres Price published 2011-03-03 22:55:32
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