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For this week’s WIG, I wish to embrace the innovative design of the SPANX brand. The SPANX brand was founded in 2000 by Sara Blakely with the vision of redefining under hosiery and undergarments. Whereas before under hosiery was made one size only and had seamed toes, as they extended, Blakely reimagined and redesigned this staple product for women, while maintaining its original functional purposes. Blakey holds a patent over this product and since 2000 has grown her company dramatically; making around 250 million in annual revenues with net profit margins of 20%. 

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