“If You Wouldn’t Flaunt It, Refresh It!” HanesBrands Encourages a Fresh Look at Your Underwear Drawer
HanesBrands Inc. (NYSE: HBI) launches a new campaign titled 'If You Wouldn't Flaunt It, Refresh It' based on a survey of 2,000 U.S. adults revealing concerning underwear retention habits. The survey found that Americans keep underwear for an average of three years, with some holding onto pairs for six years or more. Key findings show that people typically have only four 'good' pairs of underwear, while women report having just three 'good' bras, often keeping them for up to four years.
The survey identified that holes (71%), stains (42%), and stretched-out waistbands and straps (39%) are the main reasons for replacement. Nearly half of Americans carry backup underwear, with 70% reporting situations where spare pairs were needed. The campaign promotes HanesBrands' variety of comfortable styles across their Hanes, Bali, and Maidenform brands.
HanesBrands Inc. (NYSE: HBI) lancia una nuova campagna intitolata 'Se Non Lo Mostri, Fai un Rinfresco', basata su un sondaggio condotto su 2.000 adulti statunitensi che mette in luce preoccupanti abitudini di conservazione della biancheria intima. Il sondaggio ha rivelato che gli americani conservano la biancheria intima per una media di tre anni, con alcuni che la tengono per sei anni o più. I risultati principali mostrano che le persone possiedono tipicamente solo quattro paia 'buoni' di biancheria intima, mentre le donne segnalano di avere solo tre 'buoni' reggiseni, spesso mantenendoli fino a quattro anni.
Il sondaggio ha identificato che i buchi (71%), le macchie (42%) e le fasce e le cinghie allentate (39%) sono i motivi principali per cui vengono sostituiti. Quasi la metà degli americani porta con sé della biancheria di riserva, e il 70% riporta situazioni in cui erano necessari paia di ricambio. La campagna promuove la varietà di stili confortevoli di HanesBrands attraverso i loro marchi Hanes, Bali e Maidenform.
HanesBrands Inc. (NYSE: HBI) lanza una nueva campaña titulada 'Si No Lo Exhibes, Refrescalo' basada en una encuesta a 2.000 adultos estadounidenses que revela preocupantes hábitos de retención de ropa interior. La encuesta encontró que los estadounidenses mantienen la ropa interior por un promedio de tres años, con algunos conservando pares durante seis años o más. Los hallazgos clave muestran que las personas generalmente tienen solo cuatro pares 'buenos' de ropa interior, mientras que las mujeres informan tener solo tres 'buenos' sujetadores, a menudo manteniéndolos hasta por cuatro años.
La encuesta identificó que los agujeros (71%), manchas (42%) y bandas y correas estiradas (39%) son las principales razones para reemplazar. Casi la mitad de los estadounidenses lleva ropa interior de repuesto, y el 70% informa situaciones en las que se necesitaban pares adicionales. La campaña promueve la variedad de estilos cómodos de HanesBrands a través de sus marcas Hanes, Bali y Maidenform.
HanesBrands Inc. (NYSE: HBI)는 '보여주지 않을 거라면, 새로 고치세요'라는 제목의 새로운 캠페인을 시작합니다. 이 캠페인은 2,000명의 미국 성인들을 대상으로 한 설문 조사에 기반하며, 문제가 있는 속옷 보유 습관을 드러냅니다. 이 설문 조사에서는 미국인들이 평균 3년 동안 속옷을 보관하며, 일부는 6년 이상 보관하고 있다는 결과가 나왔습니다. 주요 발견 사항은 사람들이 일반적으로 '양호한' 속옷 4개만 보유하고 있으며, 여성이 주장하는 '양호한' 브라가 3개에 불과하고, 보통 최대 4년 동안 사용한다는 것입니다.
설문 조사에 따르면, 구멍(71%), 얼룩(42%) 및 늘어난 허리밴드와 스트랩(39%)이 교체의 주요 이유입니다. 거의 절반의 미국인들이 여분의 속옷을 가지고 다니며, 70%는 여분이 필요했던 상황을 보고합니다. 이 캠페인은 Hanes, Bali 및 Maidenform 브랜드 전반에 걸쳐 HanesBrands의 다양한 편안한 스타일을 홍보합니다.
HanesBrands Inc. (NYSE: HBI) lance une nouvelle campagne intitulée 'Si Vous Ne L'Affichez Pas, Rafraîchissez-le', basée sur une enquête auprès de 2.000 adultes américains révélant des habitudes de conservation de sous-vêtements préoccupantes. L'enquête a révélé que les Américains gardent leurs sous-vêtements en moyenne pendant trois ans, certains conservant même des pièces pendant six ans ou plus. Les résultats clés montrent que les gens n'ont généralement que quatre paires 'bonnes' de sous-vêtements, tandis que les femmes rapportent n'avoir que trois 'bons' soutiens-gorge, souvent gardés jusqu'à quatre ans.
L'enquête a identifié que les trous (71%), les taches (42%) et les ceintures et bretelles étirées (39%) sont les principales raisons de remplacement. Près de la moitié des Américains transportent des sous-vêtements de secours, avec 70% rapportant des situations dans lesquelles des paires de rechange étaient nécessaires. La campagne promeut la variété des styles confortables de HanesBrands à travers leurs marques Hanes, Bali et Maidenform.
HanesBrands Inc. (NYSE: HBI) startet eine neue Kampagne mit dem Titel 'Wenn Du Es Nicht Zeigst, Frische Es Auf', basierend auf einer Umfrage unter 2.000 US-Erwachsenen, die besorgniserregende Gewohnheiten im Umgang mit Unterwäsche aufdecken. Die Umfrage ergab, dass Amerikaner ihre Unterwäsche im Durchschnitt drei Jahre aufbewahren, wobei einige Paare sogar sechs Jahre oder länger behalten. Wichtige Ergebnisse zeigen, dass die Menschen typischerweise nur vier 'gute' Paare von Unterwäsche haben, während Frauen berichten, dass sie nur drei 'gute' BHs besitzen, die sie oft bis zu vier Jahre lang behalten.
Die Umfrage identifizierte, dass Löcher (71%), Flecken (42%) und gedehnte Bund und Riemen (39%) die Hauptgründe für einen Austausch sind. Fast die Hälfte der Amerikaner trägt Ersatzunterwäsche bei sich, und 70% berichten von Situationen, in denen zusätzliche Paare benötigt wurden. Die Kampagne bewirbt die Vielzahl komfortabler Stile von HanesBrands über die Marken Hanes, Bali und Maidenform.
- Launch of new marketing campaign to drive sales
- Market research data supports potential for increased sales through replacement purchases
- Strong brand portfolio with multiple product lines (Hanes, Bali, Maidenform)
- None.
Insights
This marketing campaign and survey data reveals important insights about HanesBrands' strategic positioning and market opportunity. The survey of 2,000 U.S. adults uncovers a significant market inefficiency: consumers are keeping undergarments far beyond their optimal lifecycle, with the average retention period of 3 years for underwear and 4 years for bras. This presents a substantial opportunity to drive increased purchase frequency and market penetration.
The data suggests a clear path to revenue growth through consumer education and targeted marketing. With only 4 "good" pairs of underwear in the average person's drawer and 3 "good" bras for women, there's significant room for expanding the replacement cycle. The high percentage (82%) of consumers wearing past-prime undergarments indicates both a market education opportunity and pent-up demand.
The campaign's timing and messaging strategy aligns well with current market conditions, particularly targeting the younger demographic insight that 60% of Gen Z and 57% of millennials carry backup underwear, suggesting a more frequent replacement cycle in this key growth segment.
The marketing campaign reflects HanesBrands' sophisticated approach to driving sales growth in a mature market. By focusing on the replacement cycle and comfort-driven messaging rather than pure fashion, HBI is positioning itself to capture recurring revenue through necessity-based purchases. The product lineup showcased in the campaign spans multiple price points and style preferences, demonstrating effective portfolio management across their Hanes, Bali and Maidenform brands.
The regional insight about Southeast women's purchasing behavior (52% having special occasion undergarments) provides a valuable opportunity for targeted marketing and premium product placement. This data-driven approach to market segmentation could help improve margins through premium product mix.
The emphasis on comfort and practicality, combined with style elements, positions HBI well against both premium and value competitors. The campaign's timing in early 2025 aligns with typical post-holiday consumer refresh cycles, potentially driving Q1 sales momentum.
Survey Reveals Americans Hold Onto Undergarments for Longer Than They Should, Impacting Everyday Comfort
HanesBrands Inc., a global leader in iconic apparel, invites Americans to refresh their underwear drawer with its bold new campaign, “If You Wouldn’t Flaunt It, Refresh It!” Explore trend-forward styles from Hanes,
When is it time to replace your underwear or bra? Respondents answered with some key signs including holes (
“Undergarments are some of the most frequently worn and washed items in your wardrobe, so it’s important to replenish those pieces,” said Dawn Hedgepeth, CMO at HanesBrands. “Replacing old, stretched-out underwear and bras with fresh, supportive pieces can make a noticeable difference in your day. With our wide range of styles and sizes, HanesBrands is here to help you find the perfect fit, so you can feel confident and comfortable all day long.”
Undergarments for Special Occasions?
While most Americans do not have specific undergarments set aside for special occasions, the survey showed that women in the Southeast were the exception. Fifty-two percent of these respondents said they have a special bra reserved for intimate moments or special events.
Maidenform and
- One Fab Fit Everyday Full Coverage Racerback Bra
- Bali Breathe Wireless T-Shirt Bra
- One Smooth U Comfort Stretch Lace Underwire Bra
- Comfort Devotion Convertible Underwire Bra
Favorite Type of Underwear: Bright, Colorful Briefs
When asked about their favorite type of underwear, colorful briefs took the top spot, with many Americans opting for plain but vibrant pieces. This preference aligns with a broader trend of undergarments being both functional and fun, allowing wearers to express their style while staying comfortable.
Hanes and Maidenform offer colorful options to update your wardrobe:
- Hanes Originals Women’s Seamless Rib Hi-Rise Cheeky Underwear
- Hanes Originals Women’s Bikini Underwear
- Hanes Moves Men’s Boxer Briefs with Total Support Pouch
- Maidenform M Seamless High Leg Bikini
- Maidenform One Fab Fit Microfiber Boyshort Underwear With Lace
Time to Refresh Your Undergarments
The study also looked at what constitutes a fully-stocked underwear drawer and found that the average person only has four “good” pairs of underwear and women reported having just three “good” bras in their wardrobe. However, people often keep their bras for four years, with some even holding onto bras for a decade. This means that many of these garments have been worn thousands of times before people replace them!
- Hanes Originals Women's SuperSoft String Bikini Underwear, 3-Pack
- Hanes Originals Ultimate Men's SuperSoft Boxer Brief Underwear, Assorted, 3-Pack
- Hanes Moves Ultimate Men's Anti-Chafe Boxer Brief Underwear, Total Support Pouch, X-Temp, Black, 4-Pack
- Hanes Comfort, Period. Women's Brief Period Underwear, Super Leaks, 3-Pack
- Maidenform Everyday Luxe Stretch Micro Bikini
- Maidenform M V-Back Thong
- Maidenform One Fab Fit Everyday Modern Demi Underwire Bra
- Maidenform Everyday Luxe Wireless T-Shirt Bra
- Bali Breathe Lace Hi-Cut
- Bali One Smooth U Ultra Light Underwire Bra
- Bali Ultimate Smoothing Lightweight T-Shirt Bra
The survey, conducted by Talker Research, found that nearly half of Americans carry backup underwear in case of emergencies, and
The survey also revealed a generational trend:
“When it comes to essentials like underwear and bras, a fresh pair can make all the difference in how you feel throughout the day,” said Dawn Hedgepeth, CMO for HanesBrands. “With our brands, including Hanes,
About HanesBrands
HanesBrands (NYSE: HBI) is a global leader in manufacturing basics and Innerwear brands that are synonymous with comfort, quality, and value, and have been trusted by consumers around the world for generations. Among the company’s iconic brands are Hanes, the leading basic apparel brand in the
View source version on businesswire.com: https://www.businesswire.com/news/home/20250109153727/en/
Jonathan Binder
Jonathan.Binder@hanes.com
847-732-4019
Source: HanesBrands
FAQ
What are the key findings of HBI's 2024 underwear survey?
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