The Research Resulted in a Series of Ambitious Objectives

Hanes management decided that there was an unusually good opportunity to create a dynamic, profitable, and timely new business for the company in the growing food and drug portion of the womens hosiery market. It also believed that there was an opportunity to establish a consumer brand franchise that would give this new business a position of permanency, sales dominance , and long-run profitability.

The overall strategy was to market this new brand as a packaged goods product, employing the same techniques that are typically used with other major branded items sold in supermarkets and drugstores. This was quite different from the strategy used for most other products in the textile industry at that time. The strategy included maintenance of true brand identity by delivering products of consistent quality. It also included heavy consumer advertising to communicate a single-minded story and the use of proven consumer promotion techniques.