How Sha-To-Bu Launched Its Active Shapewear Brand
While stretch jeans are a recognizable product, and the value of the added ingredient confirming what the garment says it will do, launching a new brand onto the market that has a unique approach can also benefit from using a branded ingredient.
Sha-To-Bu is a brand in point, manufactured by Doris Hosiery, when this brand came onto the market it had to sell its unique function, which was assured by its Lycra content.
Doris Hosiery’s Sha-To-Bu, touted as the ‘workout you wear’, is shapewear based on the principle of resistance training, that promises to help women shape and tone muscles and burn more calories during their everyday activities.
Part of reason that the Sha-To-Bu brand has gained recognition and consumer confidence is by using Lycra brand spandex. There’s an instant association with a quality product.
Dr. Denise Perron, a chiropractor, worked with Doris Hosiery on the development and technology of the seamless resistance bands that make muscles work harder during natural activity, as well as shaping the wearer’s silhouette.
“Since the launch of the original Sha-To-Bu garments we have added seamless shapewear and posture shaping tops. I think a part of reason that the Sha-To-Bu brand has gained recognition and consumer confidence by using Lycra brand spandex. There’s an instant association with a quality product and it also communicates the stretch and recovery associated with Lycra.
Consumers know the garment is going to perform, and also that it will last,” said Mitch Brown at Doris Hosiery.
“Lycra helped us get the right fabric construction and the most comfortable fit.
“In their labs they use sensors developed to measure the pressure of the garment against the body. We used their body scanning technique to achieve the right compression of yarn” said Mr. Brown, with reference to the resistance training variable compression garments.
“We place the Lycra trademark on our packaging. We also use Coolmax in the gusset and this is on the packaging too,” he said.
Doris Hosiery also manufactures private label legwear for leading retailers where they develop point of sale material and use the Lycra logo on that.
“By using the Lycra brand logo it indicates to consumers a garment that has gone through a specific qualifying process to be able to be identified at the point-of-sale as a garment that delivers a ‘fits you, look better, feel better’ promise,” said Denise Sakuma.
