Consumers can access the mobile site by entering http://www.spanx.com on their mobile browser. The mobile site was developed by Branding Brand.

“We are very proud to add Spanx to our portfolio of clients,” said Chris Mason, cofounder/CEO of Branding Brand. “Although we have worked with many fashion and luxury brands, this was our first undergarment line.

“Retailing intimates poses many challenges with regard to overall design,” he said. “We are very proud of the creative thinking and client collaboration this site represents.

“The site was designed using the latest best-practices in mobile usability, so although it has a very clean aesthetic, we didn’t cut back on functionality to achieve better performance.”

Mobile shopping
The Spanx mobile site lets consumers shop  by different categories such as body shapers, bras, panties, legwear, apparel, swim, active, Spanx for men and assets.

Users can also narrow down their search whether it is for the most popular item or by keyword.

The mobile site also includes a store locator that lets consumers find the nearest retail location to browse the products in-person.

Additionally, Spanx has incorporated social into its mobile marketing efforts and is letting consumers share their favorite products with friends and family via Facebook and Twitter.

The responsive HTML5-based site also features a PayPal express checkout feature, mobile product videos and product recommendations.

Mcommerce evolution
A mobile site is a great revenue driver for Spanx.

Consumers are constantly on their mobile devices, therefore, giving them an option to browse and buy items via their smartphones is critical – especially for brands.

Additionally, by featuring a store locator prominently on the mobile site, Spanx is able to drive in-store traffic and further increase its sales.

“The site stands as a great example of our continued efforts with GSI Commerce clients,” Mr. Mason said.

“We look forward to seeing the results this site produces for Spanx,” he said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York