Page 9 - Hanes x Wolfpack

PRODUCT As we found in the underwear category, Consumers in our target audience see

consumers care about comfort the most

“I don’t necessarily
when purchasing underwear. In our
research, Hanes was in the top three under garments as a “functional need” care about the brand of
and prioritize comfort, whereas with
INSIGHT reasons? They find it to be comfortable and apparel they like taking risks and having underwear I wear because
of brands consumers are loyal to. The
a unique style. As we saw previously,
appreciate the availability of the product.
consumers resonate with seeing
themselves represented in advertising. no brand connects with
me beyond functional
However, consumers who do not wear Hanes said When they truly identify with a brand, they

they don’t because it’s cheap and for older people. are going to be more likely to purchase. need.”
They also perceive it as boring and simplistic.

Women told us that they saw it more as a brand
for men and noted that if they advertisement more

towards women, Hanes brand image would be
enhanced in their minds, and they’d be more
inclined to purchase. Women also prefer to

purchase pairs of underwear individually instead of
in packs because they like the variety of styles they

can buy that way.

Further, men are less likely to be loyal to a
“ I see Hanes as underwear for brand of underwear. About 33% of men told CONSUMER

us that their wife or mother buys underwear
men or children, not grown

purchase. According to Mintel, 20% of men
women - I'm not even 100% for them, so they have minimal action in that

confident Hanes carries ages 18-34 say their underwear purchase INSIGHT
decision is impacted by how they feel about
womens underwear. their body.
5 ” 6