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The founders of the global brand, Snag Tights, discuss the superpower behind social advertising
Brie Read and Tom Martin found Snag Tights with a simple goal: to provide tights that fit the women (and men) who want to wear them.
Tights historically have not fit most people. They were great if you were a size 2, and terrible if you were a size 4X. What Brie and Martin did was redesign them, change them, make them fun and comfortable to wear, and make them easy to fit and stay up all day.
The idea, by their estimate, was very simple. The real drive came one day when Read was walking in public and her tights fell down — to say it was a spectacle is an understatement, but when Read processed the event later with her friends, they all shared similar stories.
Read, whose background is in marketing for high-growth businesses, went and bought all the tights she could find, measured them all, and tried to understand why none of them seemed to fit. The finding was surprising: all tights had the same size waist, the only thing that varied was in leg length. Read redesigned tights to expand the width of the waist, thigh, and leg — yeah, it was that simple.