What To Wear Under There
The market for women’s intimate apparel is incredibly competitive, with a spectrum of players that range from cultural juggernauts like Victoria’s Secret to next generation online newcomers like ThirdLove, Journelle, and even Amazon. In this context, even a large scale brand house like Hanesbrands needs every advantage it can muster.
Brand Strategy | Name Development | Logo | Print | Copywriting | Retail Display Design
We crafted a narrative posing the dilemma “What To Wear Under There?” This playful mantra serves as a platform to help educate consumers, dispelling the mystery about pairing intimates with a given outfit.
The new phrase enabled Hanesbrands to move past the “sexy for him” pretensions of other market players. Instead, it provided practical advice on how to best make use of a specific product’s features and benefits. Literally, the “What To Wear Under There” theme resolves a woman’s confusion about what bra to wear with which outfit. What shapewear should she wear under that pair of pants?
At retail, this translated to concepts that offered a behind-the-scenes reveal for women trying to navigate the intimates department. Mannequins were dressed in split ensembles, while hanging packaging would pair specific intimates with associated outerwear. Display fixtures could leverage cross-category associations, with intimate products presented alongside corresponding outer clothing, all at her fingertips. This solution transcends specific brands, as the “What To Wear Under There” moniker can be applied to any of the assorted intimates brands and categories that Hanesbrands owns - from Bali to Maidenform, from bras to shapewear.
