Hanesbrands' Chief Design Officer, Jane Newman, reveals how the legacy innerwear company is adapting its century-old brands like Hanes and Maidenform to thrive in the modern intimates market. She discusses leveraging the DTC boom and repositioning shapewear as a desirable, 'sexy' category, directly addressing the 'Skims effect'. This episode provides actionable insights for established brands navigating evolving consumer preferences and new market entrants.
Key takeaways
Legacy brands can stay relevant by embracing DTC strategies and adapting product perceptions, as Hanesbrands has by repositioning shapewear.
The 'Skims effect' highlights the power of influencer marketing and contemporary branding to disrupt traditional categories; established brands must analyze and respond to these shifts.
Design innovation is crucial for heritage brands to appeal to new generations while maintaining brand identity.
Digital presence and influencer collaborations are essential for traditional apparel companies to connect with modern consumers and remain competitive.
Understanding and differentiating brand portfolios within a crowded market is key to sustained growth and avoiding internal cannibalization.
As the chief design officer of global innerwear at Hanesbrands, Jane Newman oversees innerwear products for all the brands in the company’s portfolio, including Hanes, Bali and Maidenform — each of which is at least 97 years old. On this week’s episode of the Glossy Podcast, Newman discusses how she’s keeping each brand relevant as the intimates category evolves – among other factors, the DTC boom and the unofficial rebranding of shapewear as “sexy” have changed the space.
Legacy brands can stay relevant by embracing DTC strategies and adapting product perceptions, as Hanesbrands has by repositioning shapewear.
What does this episode say about brand & content?
The 'Skims effect' highlights the power of influencer marketing and contemporary branding to disrupt traditional categories; established brands must analyze and respond to these shifts.
What does this episode say about product & merchandising?
Design innovation is crucial for heritage brands to appeal to new generations while maintaining brand identity.
What does this episode say about dtc strategy?
Digital presence and influencer collaborations are essential for traditional apparel companies to connect with modern consumers and remain competitive.
What does this episode say about dtc strategy?
Understanding and differentiating brand portfolios within a crowded market is key to sustained growth and avoiding internal cannibalization.
