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Article: HANESBRANDS RELYING ON BIG NAMES.(clothing stores invests more for advertising)
- Article from:
- WWD
- Article date:
- February 25, 2008
- Author:
CopyrightCOPYRIGHT 2008 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. appears to be on a roll despite the difficult economy.
At a time when apparel companies are pulling back on advertising and marketing, Hanesbrands is continuing to make an aggressive push for its megabrands, particularly the big names such as the $2.4 billion Hanes brand, the $1.5 billion Champion label and the $1.2 billion Playtex line. The company's annual ad budget for its portfolio of brands, which includes Bali, Barely There, Wonderbra, L'eggs and Just My Size, is in excess of $125 million, according to industry estimates.
Kevin Hall, chief marketing officer at Hanesbrands, said the company continues ...