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Article: HANESBRANDS' BIG PLAN: STRETCHING FOR GROWTH VIA MARKETING, SAMPLING.(Hanesbrands Inc.)
- Article from:
- WWD
- Article date:
- November 12, 2007
- Author:
CopyrightCOPYRIGHT 2007 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Karyn Monget
Hanesbrands Inc. is flexing its muscle in the increasingly competitive world of innerwear.
As many of its major brands see double-digit growth, the underwear, casualwear and activewear conglomerate is ramping up sales and consumer awareness of its portfolio by boosting overall media spending by 40 percent, increasing consumer research and celebrity endorsements and a taking a fresh approach to product. The facelift has been taking shape since the $4.5 billion corporation was spun off from Sara Lee Corp. in September 2006.
Hanesbrands has little choice but to transform itself into a more modern business model. The group, ...