A Wrinkled and Strange-Looking Product

A Wrinkled and Strange -Looking Product

The original strategy was to market a compact line of womens one- size products in two styles (stockings and pantyhose). Hanes felt that this would avoid multiproduct confusion during the introduction of the program. There was to be consistent product quality, with all products delivering a single primary consumer benefitgood fit.

When they were originally introduced, Leggs were offered in five colors:-Suntan, Nude, Taupe, Coffee, and Off Black. These were considered the basic colors that were most in demand by supermarket and drugstore hosiery shoppers. The strategy was to keep the number of colors small, but to choose the most appealing shade from each of the most popular color families.

The term Super Stretch was coined to describe the Leggs yarn because of the garment s ability to provide good fit retention at both the low and high ends of the height scale. These hosiery products would not bag or sag if worn properly. With this yarn, the Leggs brand could meet the criteria of providing garments of consistent quality that delivered the promised benefit of good fit, as well as comfort and attractiveness.

Focus group research indicated that the wrinkled and strange look of the Leggs garments when they were off the leg would not prove to be in any way an obstacle to consumer acceptance. Based on the focus group concept statements, consumers felt that the Leggs brand would deliver its promised fit benefit and other promised attributes. The benefits included in the concept statement were fit, comfort, good sheerness or appearance on the leg, good colors, convenience, and durability. All of these were considered important by purchasers of mass- appeal , moderately priced hosiery.