Hanes®: The Consumer's No.1 Choice - in a variety of apparel categories - Brief Article

DSN Retailing Today, Oct 23, 2000

The strength of the Hanes and Hanes Her Way brand strategy, dedicated to producing the best value in contemporary clothing for men, women and children, was confirmed by consumers in a recently released study conducted this summer for DSN Retailing Today.

Continuing its brand leadership, Hanes beat the competition decisively. A nationally representative sample of shoppers were asked, "If you were shopping for ... in a discount department store, which brand of ... would you want?" These shoppers named Hanes as their No. 1 choice in intimate apparel and women's apparel. The brand was also the No. 1 mass market selection in men's and children's wear, according to the survey conducted for DSN Retailing Today by Leo J. Shapiro & Associates.

Respondents who participated in the study represented a broad cross section of the American buying public. The participants had shopped in discount department stores--Wal-Mart, Kmart and Target--and "super stores" such as T.J. Maxx, Marshalls, Kids "R" Us, and The Sports Authority during the 12 months.

Hanes brands beat out formidable competition during the selection process. In intimate apparel Hanes Her Way finished first, higher than notable labels such as Victoria's Secret and Fruit of the Loom. In women's apparel Hanes topped Levi's by a significant distance. In menswear Hanes placed second behind Levi's, but was first among brands that are primarily sold in mass. According to this survey, more consumers named Hanes over Fruit of the Loom as well as major department store brands such as Tommy Hilfiger and The Gap. Children's wear was also a stellar performer, topping Nike, Polo, Faded Glory and Gerber.

Intimate Apparel

Hanes Her Way stays a step ahead of the competition by delivering comfort, fashion and value in its assortment of bras, shapewear and panties. Hanes Her Way stays focused on the needs of its consumer base through ongoing consumer base through ongoing consumer research and close monitoring of sales trends.

Womens' Apparel

Continued success in women's sportswear is driven by the Hanes Her Way commitment to offering on-trend styling and colors. All fleece casual wear styles have been updated for fall with new shapes and textures. Our spring lineup continue to emphasize a softer style with our trademarked Soft Feel and Soft Textures programs.

Kids' Apparel

Our latest updates to both product and packaging showcase the trend of mo' fun, even in basics. Silhouettes are more relaxed, and packaging serves to inform as well as add an element of fun to apparel shopping.

Men's Apparel

Both men's casualwear and underwear are showing their style with the addition of significant product features. Men's and boys' fleece programs have introduced pockets, the first mass brand at its price point to do so. Hanes Underwear continues to raise the bar with more new styles than ever, reflecting the sophisticated feel of today.