e-MANcipate! pantyhose for men article page

A brief history of... our pantyhose
Part I. - Comfilon Activskin (continued)

Hard years and the end of the tunnel: from 2003 to 2005

According to Steve Katz, the marketing consultant firm was a costly strategic mistake. During 2003 and 2004 none of the marketing efforts at advertising or publicity were successful and sales dropped off considerably. The consultants had removed the word pantyhose from the web site and replaced most of the text with graphics.

There was also a lot of
hoopla about competition from Lexwear's start-up and from others in Europe,
although Steve contended then and now that his competition is mostly readily
available women's hose.
Comfilon terminated its contract with the marketing firm at the end of 2004.

In 2005 Steve and his staff totally revamped the web site with a whole new design, combined Comfilon Legwear and Activskin back into one brand, reintroduced the word pantyhose liberally, instantly began to be found again by search engines, and sales shot up.

They continued to develop new styles, which proved highly successful, and they had a new sales record that year. In addition, Comfilon took on distributors in Italy and Russia.

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