Zaggora

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Zaggora
IndustryRetail
Founded2011 (2011)
HeadquartersLondon, United Kingdom
Key people
Dessi Bell (Founder), Malcolm Bell (entrepreneur)(Founder)
ProductsClothing
Sportswear
Sports equipment
WebsiteZaggora.com

Zaggora is a British-based company specialising in women's activewear[1] and health foods.[2][3][4] The brand is particularly known for their Hotpants[5] and Hotwear clothing line,[6][7] which are claimed to help users lose weight and burn calories.[8] According to London’s Evening Standard, in 2013 the company was valued at over £100m.[9][10][11] However, the UK's Advertising Standards Authority (ASA) found that the studies, based on as few as nine participants could in no way justify the claims being made and the ads had to be withdrawn.[12]

History[edit]

The idea behind Zaggora originated from Dessi Bell’s wedding preparations, when she designed a method to lose weight in a short time span.[13] She proceeded to develop several prototypes of sports pants,[14] and in 2011 she and her husband, Malcolm Bell (entrepreneur), founded Zaggora with a £25,000 investment from private savings.[15]

Zaggora’s HotPants became initially popular through social media, particularly through bloggers and Facebook.[16][17] The company generated revenues that reached £10m in their first year of trading,[18] and has since sold products worldwide to over 119 countries.[19]

Zaggora has formed partnerships with major retailers including Equinox Fitness, Boots UK, Dick’s Sporting Goods, Selfridges, and others.[20][21] The company has launched a series of health foods including protein smoothies, superfood shots, and detox teas.[22]

ASA investigation[edit]

Five separate issues were investigated by the Advertising Standards Authority (ASA), and all five complaints against Zaggora were upheld.[12] Three were with regard to claimed price reductions, and Zaggora "were not able to provide historical information relating to the prices of the products in the promotion".[12] Two were in connection with misleading advertising, and case studies that supposedly "found an increase in calorie burn when wearing Zaggora products compared to standard exercise clothing as a result of increased heat production and/or retention during exercise".[12] In upholding the complaint the ASA noted, "small sample size of only nine participants ... average age of the participants in the first study was 21 years, and their average BMI was within the normal range. We considered that these factors meant the study was not representative of the likely target population for the product", and that "neither study had been published and therefore also not peer-reviewed... The results of both studies were based on a small number of short exercise sessions with no follow-up".[12]

External links[edit]

References[edit]

  1. ^ "ZaggoraHotPants Founder Malcolm Bell Says He Owes Success To His Wife". Huffington Post.
  2. ^ "Dessi Bell: I 'Googled up' my hotpants business Zaggora". The Telegraph.
  3. ^ "Do weight-loss hot pants and anti-bounce bras really work?". The Times.
  4. ^ "18 Months in a Startup: Zaggora.com". Harvard Case Study.
  5. ^ "Do weight loss Zaggora 'hotpants' actually work to reduce fat?". The Telegraph.
  6. ^ "In hot demand: The pants that help you lose weight". The Evening Standard.
  7. ^ "ZaggoraPants". ABC News.
  8. ^ "Review: ZaggoraPants". Financial Times.
  9. ^ "'Sweat and tweets made our sports clothing into £100m hot property'". The Evening Standard.
  10. ^ "Cost-effective tweets and posts make millions". Raconetur.
  11. ^ "Tried and tested: ZaggoraHotpants". Yahoo Style.
  12. ^ a b c d e "Zaggora Ltd - ASA | CAP". ASA. Retrieved 27 July 2017.
  13. ^ "In hot demand: The pants that help you lose weight". The Evening Standard.
  14. ^ "In hot demand: The pants that help you lose weight". The Evening Standard.
  15. ^ "Zaggora HotPants Founder Malcolm Bell Says He Owes Success To His Wife". Huffington Post.
  16. ^ "A start-up that is fit for purpose". The Financial Times.
  17. ^ "My Zaggora's Hot Pants Capris 2.0 Review". Sparkle Me Pink.
  18. ^ "'Sweat and tweets made our sports clothing into £100m hot property'". The Evening Standard.
  19. ^ "Dessi Bell: I 'Googled up' my hotpants business Zaggora". The Telegraph.
  20. ^ "Do weight loss Zaggora 'hotpants' actually work to reduce fat?". The Telegraph.
  21. ^ "A start-up that is fit for purpose". Financial Times.
  22. ^ "In hot demand: The pants that help you lose weight". The Evening Standard.