By Alexandra Sowers
On May 3, SCAD Atlanta hosted the CEO of SPANX body shaping undergarments and panty hose line, Laurie Ann Goldman, during the SCAD Style lecture series. Goldman advised students on how to combine creativity with analytical thinking to make an innovative and successful product for the marketplace. She stated that “creativity is the courage to let go of what you know,” emphasizing that there is not just one correct answer to any question.
Goldman discussed SPANX founder Sara Blakely’s intuition in the creation and success of her products. Using real women in the development of her product and believing in herself, Blakely trusted her intuition that there was a need for her products in the marketplace. By sticking to these maxims, SPANX became one of the most successful start-up businesses ever.
Goldman’s advice for students and others trying to start their own business was to separate emotions from decision-making, get perspective for the validity of the idea, get lots of advice from others in the industry and to have a good work-life balance. She stressed postponing decision-making to ensure audience success ⎯ in other words, perfect the product.
Goldman also acknowledged that SPANX is not only a profitable business, but a charitable one as well. The Sara Blakely Foundation, dedicated to helping women excel in education and entrepreneurship, has awarded many scholarships to young women around the world. The foundation has sent many young women in South Africa to college, as well as awarded $1000 entrepreneurship scholarships to students at the Atlanta Girls’ School. A portion of all SPANX and ASSETS sales goes directly to the foundation.
Students at the lecture described Goldman’s lecture as “upbeat” and “positive.” Kali Lague, a second-year fashion student, said, “Goldman’s best advice was to follow your intuition.” She also agreed with SPANX’s adage to “treat your employees as people.” Mallory Evelyn, another second-year fashion student, observed that “[Goldman’s] good attitude translates well” regarding her business advice. Other opinions of the lecture included those of Dayka Robinson, an interior design student from Gwinnett Technical College, who stated, “I thought the lecture was going to be more about branding, but it was still good.” Though Goldman’s topics of discussion were not expected, Robinson still enjoyed her advice, stating, “I like how she said you can still achieve, but find balance in life. And that you should put yourself in a place to get the best advice possible.”
SPANX products are available on QVC, in department stores and boutiques, as well as online at spanx.com. Blakely also has a similar, less expensive line called ASSETS available at Target and online at loveassets.com.
Tags :
SCAD Style
