Page 4 - Hanes x Wolfpack
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Overcrowded category with no real differentiation in brand
                                               Hanes is a true legacy power brand - well known, positively recognized,                                                              messaging from power brands and their competitors.

                                               and a long-time leader of its category.


                                               Continuing this legacy through to new generations starts with both

                                               the ability to differentiate our voice from other category leaders and to                                                                       20%                of cosumers say brand loyalty
                                               connect with millennials and Gen Z in a way that gets them to care.                                                                                                influences underwear purchase
                                                                                                                                                                                                                  decisions

                                               At the core of our solution is our promise to share Hanes’ Truth - the
                                               one significant thing to Hanes that no other power brand in the space                                                                Underwear is not a top-of-mind purchase consideration

                                               can say.                                                                                                                             for consumers.



                                               For 118 years, Hanes has been unapologetically themselves.
                                               Rooted in authenticity, Hanes embodies comfort and confidence while                                                                             45%                 of consumers have not purchased
                                               empowering individuals to feel capable to achieve anything.                                                                                                         underwear in the past year.                                                    BRAND & CATEGORY    CHALLENGES



                                               Highlighting this truth provides an opportunity for Hanes to establish an

                                               emotional connection that extends beyond fulfilling a functional need.
                                               Millennials and Gen Z search for brands whose values align with their                                                                Emerging DTC brands with a unique and fresh perspective
                                               own - they want to genuinely support what brands stand for, not just buy                                                             have caufht the younger generation’s attention by

                                               what brands sell. Being able to easily decipher between inauthentic and                                                              capitalizing on digital resence and personalization.
    SUMMARY
                                               genuine brands better than any other generation, we call them “The BS
                                               Detectors”.
                                                                                                                                                                                         10.4%                    decline in underwear sales from
                        EXECUTIVE
                                               Our strategy creates a conversation that exposes the unrealistic and                                                                                               category leaders
                                               exclusive expectations brands continue to construct throughout the
                                               underwear industry. We are inviting “The BS Detectors” to take a stand
                                                                                                                                                                                               95%                is declining in younger generations
                                               with us to fight against what we call exclusive inclusivity.                                                                                                       Hanes brand awareness but share


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