NCA State of the Industry Conference 2018
Skinnygirl name not creating body image issues, says Bethenny Frankel
The real Housewives of New York City star-turned businessperson is the founder of ready-to-drink cocktail Skinnygirl Margarita. The brand expanded into the confectionery category with a line of premium chocolate, gummies, and mints in 2016.
At the recent NCA’s State of the Industry Conference in Miami, FL, Frankel told the attendees she intentionally put “skinny” and “girl” together years ago when she decided to a create a brand, and she suggested the brand name does not only appeal to women of particular sizes.
Frankel said brands like Safari and Apple do not necessarily represent their products since there is Toyota Safari SUV, and “your computer isn’t a fruit.”
“I thought we could do both as a brand… It’s Skinnygirl, it’s sort of indulgent and flirtatious, and she’s very inspirational,” she added.
Frankel pointed out she had never been asked a question like this, and her brand name “really hasn’t been an issue” among consumers.
She said women from size zero to size 18 have purchased her products. Additionally, “Skinnygirl has jeans now, so it’s more of a question about denim… [Regular sizes and] plus sizes are coming out of the same section of a retailer. I don’t want people to feel like they have to devote to another room – the plus size area,” added Frankel.
“[Skinnygirl] is about how you feel, and it accentuates a positive state of mind,” she said. “Women of all ages, races and sizes do love that.”