How to Transform an Entire Industry Category While Building a $300M Brand

In this episode of The brndBrief Podcast, newest guest Gabrielle Richards, Brand Director at Trafilea/Shapermint, a tech e-commerce group that has built an ecosystem of empowering brands including Shapermint, Truekind, and The Spa Dr., discuss how Shapermint transformed the shapewear industry by shifting the conversation from shame to body confidence while growing to 12 million customers. The conversation covers Trafilea's proprietary AI tools for creative development and the challenge of maintaining authentic storytelling at scale. 

Key points include:

📌 Brand guidelines become critical when teams are distributed globally - they reduce review time and ensure consistency across all customer touchpoints when properly implemented and shared across departments.

📌 Proprietary AI tools can scale creative production while maintaining brand voice by training systems on established guidelines and continuously auditing output against brand standards rather than using generic solutions.

📌 Shapermint changed shapewear perception by positioning products as comfortable daily essentials rather than special occasion items, using real women as models without photo retouching to show authentic results.

📌 Track quarterly brand sentiment surveys, aided/unaided awareness, and weekly revenue metrics from non-paid channels including influencer partnerships, affiliate programs, and branded keyword performance to prove brand investment value.

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Guest Information

www.trafilea.com

@shapermint