L eggs Made It Convenient for the Consumer to Find the Product

Leggs Made It Convenient for the Consumer to Find the Product

One of the things that Hanes determined during interviews with retail executives was that the best way to achieve broad-scale distribution on Leggs would be to merchandise the product on a freestanding display. The result was a display unit that tied the entire merchandising program together. The original Leggs display was a tall, round unit that took up about two square feet of floor space. It was designed in such a way that it would hold only the Leggs egg-shaped packaging. It was so tall that it was typically visible from all over the store, regardless of where it was placed. It was so narrow that most retailers found it easy to make room for.

The Leggs display was designed as the final link in the name /package/ display entity, providing a distinctiveness and uniqueness that would immediately set Leggs apart from the jungle of other hosiery products. The display was also designed to provide a proprietary home that could not be encroached upon by other brands. The objective was for Leggs to be placed in key traffic locations where it could be instantly identified by the majority of customers who shopped in the store.

This display strategy was intended to provide Leggs with a powerful advantage. Most brands in any category work diligently to achieve such an impact for brief periods of time, but they rarely succeed. The Leggs goal was to achieve this high-impact, off-shelf presence on a permanent basis.