We speak with Juan Felipe Duque, CEO of Leonisa, on the popularity of shapewear, sustainable practices and expansion plans.
“The shapewear market expands every year as its popularity grows exponentially, especially among women. High-waisted leggings, panties, and shorts are especially growing in popularity.”Leonisa is a privately owned company, and it was founded in Medellín in 1956. Tell us more about this amazing success story and its major developments across the Americas?
Leonisa is different from other brands in the market for it produces 90 per cent of the raw materials it uses This is quite remarkable. How has this been achieved?Yes, we produce 90 per cent of our raw materials and 100 per cent of our own garments! Creating our products in-house, in the Americas, allows us a higher level of quality control and nearshore manufacturing agility.
How do you adapt to the various female consumers you are targeting? How much R&D and marketing goes into understanding each market’s consumer behavior and patterns?First and foremost, we always put the consumer at the centre of all we do. We are constantly striving to better understand their behaviour, context, needs, favourite products, and the benefits they’re looking for. We also listen to our employees, social media, reviews, and feedback that comes in from any other sources.
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