HanesBrands: Undercover color - dare to share

Category: Media Idea
Brand/client: HanesBrands Inc. / HanesBrands Inc.
Lead agency: Starcom MediaVest Group
Contributing agencies: 360i, Weber Shandwick and The Martin Agency

State of the marketplace & brand's business

Hanes is the No. 1 apparel brand in America (Source: NPD Consumer Panel, R12M, Dec. 2012). Hanes faces incredibly fierce competition from apparel brands like Fruit of the Loom and Jockey – and retailers such as Victoria's Secret, Old Navy and American Eagle's Aerie brand, among others. The brand did not have the same equity lead in women's categories (underwear and bras) that it had in men's underwear, and when compared to competitors on some key equity measures, Hanes was below Victoria's Secret and at parity with Fruit of the Loom, its most direct competitor.