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Hanesbrands Launches L'eggs Campaign

(Filed Under wholesale Hosiery News). Hanesbrands announced Monday that its L’eggs hosiery brand will return to television after a 14-year marketing hiatus under the new tagline “You’re in luck: You’re in L’eggs.”

In addition to television, the campaign includes the immediate launch of a L’eggs website and social media outreach in an effort to update the brand’s image and convey it as the perfect everyday touch for any women’s outfit or occasion, which Hanesbrand said is relevant to consumer sentiment.

“Hosiery is increasingly becoming part of a women’s regular beauty routine, giving them complete confidence in every setting or situation,” said Angela Hawkins, director and general manager of hosiery for Hanesbrands. “Hosiery is a fashionable accessory that also provides other benefits, such as the sculpting and smoothing properties found in the L’eggs Profiles line.”

Perhaps Hanesbrands is also hoping to breathe life back into its weakest category, which has faltered even as retailers have noted women gravitating toward fashion-driven tights and leggings. Over the past several quarters, the company has reported sales drops in sheer hosiery, including a 9 percent decrease during the fourth quarter of 2010 (reported on January 27, 2011), as innerwear, outerwear and men’s underwear all posted double-digit growth.

L’eggs styles include sheers/tights, shapewear, knee-highs and socks in solid shades like black, nude and brown. They are available through 21 mass-market retailers including CVS Pharmacy, Walmart, Walgreens, Duane Reade and Rite Aid. Sheer tights and pantyhose retail for approximately $4 to $7 and are in A, B and Q.

more wholesale Hosiery News >>

Published 04-11-2011 by Amanda Torres Price

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