The California-based shapewear brand hosted a unique bus tour event in New York, promoting self-confidence and leveraging influencer partnerships.
In a landscape marked by intense competition, FEELINGIRL has positioned itself as a significant player in the shapewear industry. Based in Rancho Cucamonga, California, the brand hosted a promotional event in Manhattan on March 15, 2025, in partnership with TikTok Shop, showcasing its distinctive approach to fashion and promoting self-confidence among its customers.
The event, which was themed “FEEL CONFIDENT, BE YOU,” involved a unique fashion bus tour that connected several of New York City’s landmarks, offering participants an interactive experience that included stops at Bryant Park, the Flatiron Building, and Times Square. The bus tour featured over 100 influential TikTok creators, who shared their experiences in real-time and generated an estimated 300 million impressions across the platform.
FEELINGIRL has distinguished itself from competitors by leveraging patented 3D seamless knitting technology and high-performance fabrics that prioritize comfort while enhancing body contours. The brand aims to empower women through its product offerings rather than simply restrict their shapes. This approach has resonated with a broad audience, contributing to a growing customer base of over ten million.
The brand’s innovative strategies, particularly in social media and influencer marketing, appear effective; the company has amassed over one billion views on TikTok, demonstrating significant popularity among younger demographics. Despite challenges from the COVID-19 pandemic, FEELINGIRL reported impressive growth figures, achieving a 100% year-over-year sales increase and selling over one million units of its best-selling bra.
Looking to the future, FEELINGIRL plans to broaden its offerings beyond shapewear into areas such as activewear and intimate apparel. This move aligns with the company’s goal of developing into a comprehensive lifestyle brand that meets the diverse needs of modern women. As the company continues to innovate and adapt, its ability to carve out a niche in this competitive market will be watched closely.
Source: Noah Wire Services
