Untitled Document

Giving Hanes’ Legwear Legs with a New Generation

OPPORTUNITY

For over a decade, we worked with Hanes Hosiery to elevate their legwear brands and strengthen their position in the category, driving sales at retail and e-commerce for the Hanes, L’eggs, Donna Karan and DKNY brands. Our job was to get women of all ages talking and thinking about legwear again by demonstrating how it’s not only fashionable but functional for everyday attire. And we did exactly that: increasing sales and changing the perception of hosiery for younger generations – no small “feat.”

APPROACH

Our deep experience in style and designer collaborations, as well as media and celebrity seeding and influencer marketing, enabled us to continually bring fresh and relevant insights that we translated to campaigns that drove awareness, preference, and traffic. We leaned into Hanes’ innovation, from body shaping tights and textured designs, to perfect-match sheer hosiery in a range of skin-tone shades for women of all colors, launching revolutionary product concepts such as Hanes Perfect Nudes. As one example of our work, by creating National Legwear Day to kick off the first day of fall, we appeared on Good Morning America, the Today Show and EXTRA, and landed coverage in lifestyle outlets such as InStyle, HollywoodLife, Radar and OK!, to name a few.

 

RESULTS

Our team raised visibility of Hanes Hosiery year after year with top-tier consumer magazines such as Cosmopolitan, Real Simple, Elle, and Marie Claire. Overall annual results yielded more than 400+ million media impressions each year and sales increased by 10%, the first increase in a declining category in more than 15 years.