The Traditional Family BrandTEAM HANESAndrea Brown

Megan GillCourtney Scott

Johnique Smith

Table of Contents• Executive Summary……………………………………………………………………………………………….4• Situation Analysis

• SWOT Analysis…………………………..……………………………………………………………………..….5

• Price Point…………………………………………………………………………………………………………..6

• The Competition…………………………………..……………………………………………………………7-8

• Industry & Category Analysis…………………………………………....…………………………………9-11

• Market Analysis……………………………………………………………………………………………..12-22

• Target Analysis………………………………………………………………………………………………..23-28

• Problems and Opportunity Summary…………………………………………………………….......29• Key Problems & Insights……………………………………………………………………………………30-

37• Marketing Communications Objectives…………………………………………………………..38-

41• Marketing Strategies & Rationale………………………………………………………………………..42-

48• Advertising, Media & Promotional Tools……………..………………………………………….49-

65• Campaign Evaluation…………….....…………………………………………………………………….66-

69• Budget…………………………………………………………………………………………………………….70-

73• Campaign Conclusion………………..…………………………………………………………………………

74• Appendix…………………………………………………………………..…………………………………………

75• Research……………………………………………………………………………………………………..76-

80• References……………………………………………………….………………………………..………..81-

84

2

Executive Summary:Hanes is the leading manufacturer of intimate apparel, coined the term, “apparel essentials.” Within this highly competitive sector, Hanes must act now to a capture burgeoning segment of the U.S. market before its competitors. Hanes is the “go-to brand” for many of its Latino customers, yet has lacked consideration for the booming Latino market that demonstrates rapidly rising buying power, as well as strong loyalties to trusted family brands.

Univision is the leading Spanish-language media company in the United States. By utilizing Univision’s television, Internet and mobile platforms, this aggressive media campaign will solidify the relationship between Latina Women and Hanes. Hanes will take advantage of additional opportunities for revitalizing the brand with new consumers in mind through Univision.

The message: Hanes is the traditional, comfort, family brand that can be found in every home, every community, and is the brand of choice among Hispanic families that are living the “American Dream” yet rooted in their rich Latino heritage.

Simple advertising imagery will depict Latino families and culture, along with celebrity spokespersons who appear often on Univision media. Creative promotions with retail partners will be used to engage and motivate Latino customers.

Following the recommendations in this campaign will put Hanes on track to increase Hanes underwear sales by 8% from July 2012 to July 2013.

3

Situation Analysis

SWOT : Strengths:

• Hanes is over 100 years old and well established• Hanes is the largest seller of apparel essentials in the U.S. • Hanes can be found in 8 out of 10 American households • Hanes is in 85% of U.S. households that have purchased in 12-months• Held the # 1 spot for the 6 consecutive years ’03 – ’09• Was #1 for 5 consecutive years in Women’s Wear Daily Top 100 Brands

Weaknesses:

Source: Hanesbrands Inc., 2010

• Hanes does not currently market to the rapidly growing Hispanic population in the U.S

• Brands needs be rejuvenated to appeal to a younger demographic• Hanes is vulnerable to any influx of changes in their customers or store dynamics

Threats:

• Highly competitive and rapidly evolving market, so must make sure to keep up with the competition

• Hanes’ older image. • Current economic conditions may impact demand for Hanes products• Sales could be reduced if retailers devote less selling space to apparel products• Must manage inventory effectively to meet customer demands so that margins don’t lower

• Market to the rapidly growing U.S. Hispanic population with increasing disposable income.• Hispanic women gave a highest awareness rating to Hanes and Hanes Her Way (Hall,

2005)• Hispanic women gave a highest awareness rating to Hanes and Hanes Her Way (Hall,

2005)• Hanes previously targeted Hispanics before the separation with Sara Lee

Opportunities:

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• Hanes boys’ Classic Briefs, white, 6-pack, $11.50 on Hanes.com.

• Fruit of the Loom boys’ 6-pack, white, briefs, $10 list price on Amazon.com.

• Jockey boys’ Classic Briefs, white, 3 pack, $12 on Jockey.com.

Price Point

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Competition: Fruit of the Loom, Inc.

• Underwear made under the BVD, Fruit of the Loom, and Lofteez names

• Active wear, casual wear, and children's underwear sold under names such as

Russell, Funpals, Fungals, and Underoos (which feature licensed characters).

• Boasts the largest market share for branded men's and boy's underwear

• Sold primarily in North America through discount and mass merchandisers the

likes of Wal-Mart and Target, as well as to department stores, wholesale clubs, and

screen printers.

• Partnered with Telemundo for 2010 Miss Universe Pageant (HispanicAd.com, 2010).

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Competition: Jockey International, Inc.

• Makes men's, women's, and children's underwear and loungewear.

• Sold through thousands of department and specialty stores such as Bloomingdales

and JC Penny.

• Privately owned company, 130 years old.

• Has not launched any significant campaigns geared specifically to the Hispanic

market.

• Additional competition: Department store brands.

(Hoovers, 2010)

8

Apparel Manufacturing Industry &

Intimate Apparel Category Analysis

9

• Hanesbrand, Inc. is in the Apparel Manufacturing Industry and is the

Category leader in the Intimate Apparel Category.

• According to Hoover’s Online is the category leader with 4,326.71M in

sales and a gross profit margin of 32.52%.

• Hanes saw $4.3 billion sales in 2010, up 11.1 percent from $3.9 billion in

2009. (Hoovers, 2011)• 2010 sales were slightly higher than 2008 sales of $4.25 billion. (Hoovers,

2011)• Hanesbrands anticipates 2% to 4% annual net sales growth in 2011 and

beyond. (Business Wire, 2010)

Source: (Intimate Apparel - Companies List, 2010)

The Hanes Numbers:

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• Innerwear segment sales increased 12 percent in the fourth quarter and 10

percent for the year.

• Male underwear full-year sales were up 19 percent, in part on the strength

of product innovation such as Hanes Lay Flat Collar T-shirts and Hanes

Comfortsoft waistband briefs and boxers.

• Outerwear segment sales increased 20 percent for the year with across-

the-board strength in retail active wear (Champion), retail casual wear (Just

My Size) and wholesale casual wear (Hanes).

(Hall, 2011)

The Hanes Numbers:

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Market Analysis

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• Highly competitive and rapidly evolving

• Price, brand name recognition, product quality, selection, service and purchasing convenience play roles in purchasing decisions

• Women’s intimate apparel weathering the storm. Slow, steady growth after discouraging 2008 (Aarkstore, 2008).

• Online sales growing in women’ market (Aarkstore, 2008).

Apparel Essentials Market :

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• Hanes has a well-established relationships with the largest apparel retailers in the world (Hanesbrands Inc., 2010, p. 6).

• 2010 – Hanes strikes deal with Dollar General to carry Hanes underwear basics. (Pediatrics Week, 2010)

• 2009• No. 1 Wal-Mart : Sales exceeded $1 billion (27 percent of

total sales).• Target: 17 percent of total sales• Kohl’s: 7 percent of total sales

(Hanesbrands, 2010)

Apparel Essentials Market :

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• Innerwear as outerwear for teens.• Plus-size lingerie still going strong• Strong Growth in Sustainable Apparel Through 2012 • Intelligent Fabrics • Despite recent growth, luxury segment slowing.• Younger women want style.• Older Women Want Comfort and Value • Price is Important to Women of All Ages and income levels.• Good corporate citizens reap rewards among women buyers.• Department Stores Still No. 1 Choice for Women • One-Third of Women Shop at Department Stores

(Aarkstore, 2008)

Trends:

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U.S. Hispanic Market• 50.5 million Hispanics (U.S. Census, 2010)• 16.3% of U.S. population• Projected to reach 132,8 million by 2050 or 30 percent of U.S. population

(Westlund, 2009)

Consumer Attitudes• Nation’s largest minority• Rely heavily on social networks• High cultural sensitivity• More positive toward advertising and marketing• Identify with prestigious “search” brands.

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Spanish Language Media

• Hispanic TV homes up 2.3 percent to 12.9 million. (Total U.S. TV homes up only .3 percent) (Westlund, 2009).

• Persons age 2 and older in Hispanic TV homes grew 2.4 percent to 44.3 million (Westlund, 2009).

• Watch TV as a group with family and friends (Korzenny, 2006)

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Shopping Habits

• A family event. (Karolefski, 2007)• Want an enjoyable shopping experience in a store that has

large shelves and is easy to navigate.• Are in no hurry to get in and out. (Arreaga, 2009)• Less likely to shop at discount or close-out stores. (Kelly, 2008)• More likely to know which brands of products they are going

to buy before shopping. (Arreaga, 2009) • May be influenced by in-store price reductions and in-store

ads. (Arreaga, 2009)• Less likely to ask questions in store about items related to

personal matters. (Karolefski, 2007)

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Innerwear Attitudes

• Of the more than $10.8 million invested in the U.S. Hispanic market by makers of bras, lingerie and underwear, nearly $9.4 million of it was attributable to two brands controlled by Berkshire Hathaway - Fruit of the Loom and Vassarette (Hispanic Market Weekly, 2007).

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Hispanic Growth

• In 2010:• 33.3 million Hispanics ages 18+, a 45% increase from

2000• 50,478 million Hispanics compared to 35,306 million

in 2000, a growth of 43%• The number of Hispanic children grew 39% since

2000, and adults grew 45%

(U.S. Census, 2010)

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Latino Lifestyle trends 20-39

• Maintaining strong family and cultural ties, while taking advantage of U.S. lifestyles.

• High stress associated with acculturation.• Hard working, education-oriented• Forming young families, first child births

(Valdes, 2008, pp. 159-60)

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Cell Phone Savvy

• High mobile phone use, especially among Spanish-speakers (average 9 hours/week talking on cell phones)

• Average 1-2 hours using cell phone for something other than talking.

• Nearly 65-70 percent have cell phone with camera• Less likely to have cell phone with MP3 player.• English-speakers more likely to have high-speed

Internet.

(Korzenny, 2008)

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Target Market Profile

Audience• The primary audience is women 18-49, who are the main purchasers of family brands. These women live in multigenerational, blended families living together: mothers, fathers, grandparents, and children. They aren’t considered wealthy, but grounded in the middle class.

• Women in this segment are also influenced by endorsements, Hispanic celebrity mom endorsements have a positive impact on Hispanic moms and offer a great vehicle to enhance and make the brand more memorable (Trivisonno, 2009). This will be beneficial in achieving Hanes Marketing Communication objectives.

• With advertising to multigenerational families we will create ads that are both in English and Spanish catering to the language needs of older family members and younger one. Culture drives the conversation between brands and Hispanic moms. Advertising in Spanish that features authentic cultural imagery has more impact than advertising in English for all Hispanic moms, regardless of level of acculturation (PR Newswire, 2009).

• Those who are in the primary audience are passionate about family. From sharing family meals to watching television, many activities are done as a family group. When it comes to visual representations of Hispanic moms, they prefer images of family and togetherness vs. individual pursuits (PR Newswire, 2009). They tend to adopt brands that are most recommended by trusted friends and family members (Travisonno, 2009).

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Target Group: Influenced by…

• Celebrity influence is growing: In 2004, 23 percent of Latinas cited celebrities as a source of clothing ideas vs. 13 percent in 1994 (Latina Flavor, 2005).

• Hispanic celebrity mom endorsements have a positive impact on Hispanic moms and offer a great vehicle to enhance and make the brand more memorable (Trivisonno, 2009). This will be beneficial in achieving Hanes Marketing Communication objectives.

• When it comes to visual representations of Hispanic moms, they prefer images of family and togetherness vs. individual pursuits (PR Newswire, 2009).

• Culture drives the conversation between brands and Hispanic moms. Advertising in Spanish that features authentic cultural imagery has more impact than advertising in English for all Hispanic moms, regardless of level of acculturation (PR Newswire, 2009).

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Target Group: Decision Making

• Likely to respond to friendly advice, seek a second opinion and trust advice of family members (Latina Flavor, 2005).

• More likely to make in-store brand decisions for clothing. (HispanicCMO.com, 2010)

• Comparison shopping is common, both in-store and online (HispanicCMO.com, 2010).

• Hispanic moms like to be professional, practical and fashionable, but at the end of the day it is all about the family’s well being, so family comes first (Trivisonno, 2009).

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Target Group: Brand Sense

• They consider it risky to buy a brand they are not familiar with and prefer to choose brands they recognize and trust (Travisonno, 2009).

• They tend to adopt brands that are most recommended by trusted friends and family members (Travisonno, 2009).

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Target Group: Influenced by…

• Celebrity influence is growing: In 2004, 23 percent of Latinas cited celebrities as a source of clothing ideas vs. 13 percent in 1994 (Latina Flavor, 2005).

• Hispanic celebrity mom endorsements have a positive impact on Hispanic moms and offer a great vehicle to enhance and make the brand more memorable (Trivisonno, 2009). This will be beneficial in achieving Hanes Marketing Communication objectives.

• Culture drives the conversation between brands and Hispanic moms. Advertising in Spanish that features authentic cultural imagery has more impact than advertising in English for all Hispanic moms, regardless of level of acculturation (PR Newswire, 2009).

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Key Problems, Insights, & Opportunities

Key Problems

• Hanes does not currently market to the enormously growing Hispanic population in the U.S.

• Hanes is not presently taking advantage of interacting with consumers through mobile communication.

• Hanes is largely dependent on sales through Wal-mart, Target, and Kohl's, making them vulnerable to any influx of changes in their customers or store dynamics (Datamonitor, 2009).

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Key Problems

• Although Hanes spokesman Michael Jordan is a well-known and adored athlete, the sport he represents, basketball, does not connect with soccer fans. This is important because soccer is the number 1 sport in the Hispanic community.

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Key Insights & Opportunities

• The Hanes is a family brand, offering a line of products for women, men, and children (Datamonitor, 2009).

• The brand’s largest customers are Wal-Mart, Target, and Kohl’s (Hanesbrands Inc., 2010, p. 6).

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Key Insights & Opportunities• Some companies listed in the top ten advertisers to

Hispanics/Latinos are Lexicon Marketing Corporation, Procter & Gamble Company, Univision Communications Inc., General Motors Corporation, Johnson & Johnson, McDonalds Corporation, and PepsiCo Inc.; there within lies an opportunity to work with them to reach this rapidly growing, and young segment (Hispanic/Latino Market Profiles, 2010, p. 17).

• Partner with Univision, which is among the top 10 Hispanic advertisers.

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Key Insights & Opportunities

• Hanes has a “Comfort Rewards” program that allows customers to also donate and support causes such as classroom projects through donorschoose.org (Comfortrewards.com, 2010).

• Hanes also currently has an outlet stores rewards program that can be used at any L’eggs, Hanes Bali, Playtex, or Hanesbrands Outlet Store (Onehanesplace.com, 2010).

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Key Insights & Opportunities• In 2010, Hanes conducted a national advertising campaign called “For

Future Generations” along with an EcoSmart apparel line and green-focused website featuring a new fleece apparel made in part from the equivalent of 25 million recycled plastic bottles, EcoSmart socks made of 55 percent recycled cotton fiber, and 67 percent of the classic men’s and boy’s undershirts made using renewable energy (Hanesbrands Inc., 2010).

• Hanes participates in a number of community initiatives, that benefit communities where employees live and work (Hanesbrands Inc., 2010).

• Hanes also focuses on efforts to ensure that communities receive great access to health, welfare and education services through improving the healthcare and wellness systems and educational programs in various communities including Bona, Domincan Republic; San Juan Opico, El Salvador; Winston-Salem, NC; Chaiyaphum Province, Thailand; and Vietnam (Hanesbrands Inc., 2010).

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Key Insights & Opportunities• Hanes donated one million socks to The Salvation Army during

a December 2010 Holiday Sock Drive launched to address the need for the no. 1 most-requested item at homeless shelters (Salvationarmy.com, 2010).

• Donation efforts for the sock drive were derived from the Hanes Facebook social networking page, donating one pair of socks for each person who “liked” the Hanes page and clicked “Help Hanes Donate” (Salvationarmy.com, 2010).

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Key Insights & Opportunities

• Hanes is the official apparel sponsor of fundraising program, “Passionately Pink for the Cure,” created by Susan G. Komen For the Cure (Hanesbrands Inc., 2010, p. 7).

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Marketing Communications Objectives

Hanes = Family• Our project goal is to convince Hispanic women,

18-49, that Hanes is the best brand of underwear for their families because it is soft, reliable and familiar.

• Hanes is the traditional, comfort family brand that can be found in every home, every community.

• It is the brand of choice among Hispanic families who living the “American Dream,” while still rooted in their rich Latino heritage.

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Campaign Objective: At Year’s End …

1. An 8% increase in sales will be achieved by tapping a growing market.

2. An increase in consumer interaction with the Hanes brand.

3. Hanes will gain brand awareness among the Hispanic community.

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Communications Strategy

• Convince U.S. Hispanic women, 18-49 that Hanes is the brand that suits their family-oriented lifestyle by creating and utilizing interactive platforms to enhance brand awareness among the target audience.

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Key Strategies

• Drive the target audience into key retail locations using promotions

• Create interaction with Hispanic consumers via mobile marketing and social media

• Utilize relatable images that appeal to Hispanic women and reflect their cultural values

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Objective Rationale No. 1

• To increase sales of Hanes products among the Hispanic demographic by 8% by the end of the 1-year campaign.

• Rationale:• Hispanics in the United States are growing at a rapid

rate. By 2013, the U.S. Hispanic populations is anticipated to grow to 54 million, a 17% increase from 2000 population numbers (U.S. Census Bureau, 2008).

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Objective Rationale No. 2• To increase Hispanic consumers interaction with

the Hanes brand by the end of the 1-year campaign.

• Rationale:• U.S. Hispanics are at the bleeding edge of social

media, (Vann, 2011). Social media has experienced a burst in growth and is growing each day. Hanes needs to stay at the forefront by connecting with the demographic at the forefront of this growth.

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Objective Rationale No. 3• To make Hanes the preferred brand of underwear

for Hispanic women 18-49 and their families by the end of the 1-year campaign.

• Rationale:• Hanes has a variety of products to meet the

needs and comfort of the whole family. They are affordable and quality products, from a family-friendly, trustworthy brand. Hispanics are brand loyal, and they often adopt brands recommended by trusted friends and family (Trivisonno, 2009).

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Key Selling Idea

• Hanes is the traditional, comfort, family brand that can be found in every home, every community, and is the brand of choice among Hispanic families that are living the “American Dream” yet rooted in their rich Latino heritage.

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Key Message

• To position Hanes as a brand that cares about Hispanic families.

• Rationale:• Hispanic mothers consider their children and

families the central focus of their lives. Shopping is a family affair, and bringing quality to their families is of most importance to them. Hispanics as a whole are more brand loyal, and prefer to buy a well known brand that they are familiar with (Trivisonno, 2009).

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A Friendly Voice• The tone of voice is friendly and wise, because Hispanic

women are likely to respond to friendly advice and tend to trust brands that are most recommended by friends and family and brands that they recognize and trust.

• The key points that are being communicated are family friendly, affordable, quality, and comfort.

• One sentence to get through all the clutter: Hanes is the traditional, comfortable and affordable family brand that offers quality needs to suit the needs of Hispanic Families.

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Advertising, Media & Promotional Tools

Media Overview• The campaign will start on July 15, 2012 to coincide

with back-to-school and will involve a tie-in partnership with leading retailer (i.e. Wal-mart, Target, or a department store).

• Campaign will feature an aggressive and ongoing presence on Univision Internet and mobile throughout the year.

• Supporting social media promotions will be ongoing throughout the year-long campaign.

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Visual Goals

• There are two main goals for the creative design. We want to keep a simplistic overall look that resonates comfort and familiarity.

• We also want to incorporate images of families, their individual members (mom, dad, etc.) and their activities, making Hanes and its positioning relatable to Hispanic families.

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Family TV

• The primary medium that will be used to reach the intended audience will be television.

• This is Univision’s main outlet and has the greatest potential to reach our targeted audience.

• Watching television with the family is more commonplace in the Hispanic culture than other cultures which coincides with Hanes being a family brand.

• Celebrity spokesperson, such as telenovela star Itati Cantoral or singer Thalia will make promotional appearances on game, talk, and morning news shows.

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Shows that Women Like to Watch

• Regular 30-second spots during top Univision shows: • Prime-time telenovelas• Sabado Gigante (strong family viewership)• Despierta America• El Gordo y La Flaca

• Sponsorships on prominent awards shows• Premio Lo Nuestro• Latin Grammys

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Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun

Specials

PremiosJuventud(July)

LatinGrammy(Nov.)

PrimeTime Telenovela

Base Media Plan

Internet

Móvil

Constant Messaging

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Video Audio

FS Fast changing scenes of Latina dancers twirling in colorful traditional dresses

Fast traditional Latino music up for first :05 and under throughout

FS More fast changing scenes of Latina dancers twirling in colorful traditional dresses

:10 VO: (Excited) The colors:15 VO: The fabric.:20 VO: The movement.

MCU Of three women holding down their twirling skirts to keep from exposing their underwear.

:25 VO: A beautiful tradition. A strong foundation (Slight pause). Don’t be caught without yours! Hanes. A family brand.

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Video Audio

MCU of mother and baby cuddling on bed.

Mellow music up and under throughout

MCU of a father and young son sitting on floor in front of washer and dryer

:05 VO: A mother knows what’s best for her little one and makes sure she has it:15 VO: A father is his first example

CU of family laying head to head in circle in the sand

:20 VO: In every home, for every family.:05: Show them you care… with Hanes.

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Media

Start July 2012

Back-to-school

Univision site and mobile

Supporting social media promotions

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Music Downloads Promotion• Promotion will premier Nov. 10 on Latin Grammys, in

partnership with major retailer and run through Dec. 24.

• Packages will contain codes for free music downloads available on website and through mobile application.

• Music selection will feature artists that appeal to all ages, including children’s music, popular Latin music and U.S. pop music.

• Public relations campaign will support launch of promotion through the holiday buying season.

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Supporting Media Channels

• Univision Internet• Banner Advertisements• Music downloads

• Univision movil• App w/comparison shopping mini-site• Banner Advertisements• Music downloads

• Other social media• Facebook advertisements• Twitter

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Nuestra familia. Nuestra tradición. Nuestro Hanes.

Muéstreles que usted cuidado con Hanes.

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Supporting Media Rationale:Interactive Connections• Research shows that young Hispanics are on the

bleeding edge of technology. Heavy internet and social media usage shows these are effective media channels.

• These are also all interactive channels, aiding in Hanes’ efforts to reconnect with the Hispanic population.

• Facebook will be mainly used for banner ads and to create buzz about Hanes and promote interaction with its target audience.

• Twitter will be used to interact with and inform the target audience about the Hanes brand and to also interact with Univision to create a relationship that will cause the target audience to associate the two.

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Nuestra familia.

Nuestra tradición.

Nuestro Hanes.

En cada hogar…

…encuentre la comodidad de Hanes.

Muéstreles que usted cuidado con Hanes.

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Estimated Reach

1,096,480 Million

18 – 49 women

Premios Juventud

Latin Grammy AwardsUnivision

Telenovelas

El Gordo y La Flaca

Sábado Gigante

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Para escuela,

No se olvide…

…Su Hanes!

Street Team:

Front Back

For School don’t forget, your Hanes!

T-shirt Giveaway:

Nuestra familia

Nuestra tradición

Nuestro Hanes

Nuestra familia

Nuestra tradición

Nuestro Hanes

Our family, Our tradition, Our Hanes

Campaign Evaluation

Objective No. 1 Metrics

8% increase in sales.

• Compare sales at beginning of campaign with figures at the end of the campaign year against objective.

• Track monthly sales figures.

67

Objective No. 2 Metrics

An increase in consumer interaction with the Hanes brand.

• Use insights to track Facebook activity.• Track tweets and retweets.• Weekly numbers tracking of Twitter followers

and Facebook friends.• Track number of participants in back-to-

school promotions.• Track music download numbers.• Track T-shirt giveaway numbers.

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Objective No. 3 Metrics

Hanes will gain brand awareness among the Hispanic community.

• Track and compare monthly analytics for advertising on Univision web, Univision mobile and Facebook.

• Track analytics on comparison shopping mini-site in mobile app, with separate analytic model for site activity involving Hanes.

• Track quarterly sales at retail locations in areas with heavy Hispanic populations, July 2012-13.

.69

Budget

Budget ($5 million)

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Budget ($5 million)

Telenovela Spots $1,750,00

Base Plan $1,090,000

Latin Grammy $760,000

Internet $700,000

Premios Juventad $400,000

Univision Movil $300,000

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Promo. Budget ($2 million)

Celebrity Endorsements $800,000

Event/Guerilla Marketing $450,000

Music Downloads $250,000

Public Relations $250,000

Mobile app/mini-site $150,000

Facebook Ads $100,000

In-store displays/retail support $0

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The Time for CHANGE is NOW

• The booming Hispanic market MUST be targeted by Hanes• Fruit of the Loom is capturing this market, while Hanes is ignoring this

enormous growth and has ignored Hispanics since 2007• Univision is the key for Hanes to reach this rapidly exploding population

Hispanic PopulationHanes

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Appendix: A-C

A. Online Survey

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Results (8 Respondents)1. What is your age and gender?

• (1) Female 18-21 • (1) Female 22-34• (1) Female 35-44• (1) Female 45-54• (4) Male 22-34

2. Out of the brands listed below, which one would you be most likely to purchase?• (1) Fruit of the Loom• (4) Hanes• (3) Calvin Klein• (0) Jockey, Store brand

3. Why did you choose that particular brand over the others?• Best, Because that’s what Wal-mart sells, I like Calvin Klein, Quality, Using since I was a kid

4. Who buys the underwear/garments for your family?• All said self, 1 said mother and aunt

5. When buying underwear, what is most important to you? Please rate with 1 being the most important, 7 being the least important to you (Average Responses)

• Brand name 4.75• Convenience 4.38• Quantity 4.25• Price 3.25• Comfort 2.75• Fit 2.63• Quality 2.50

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Online Survey Results6. Where do you typically purchase your underwear?

• (87.5%) Department stores• (12.5%) Mass Retail (e.g. Wal-mart or Target)

7. When do you buy underwear (what time of year, specific season, etc.)?• (4) Whenever I need them• (1) Not based on seasonality• (1) Sale/Clearance• (1) Spring• (1) Christmas

8. Where do you see Hanes advertised?• (8) Television

9. When you hear the brand Hanes, what comes to mind?• (1) Men’s underwear• (6) Michael Jordan• (1) Quality T-shirts, affordable products for all the family

10. What Latino Star do you think should be the next Hanes ambassador?• Eva Longoria, George Lopez, America Ferrara, Carlos Ponce, Sofia Vergara, Wisin & Yandel, Enrique Iglesias

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B. Interviews

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Interviews

Carolina, 46, buys Hanes underwear for “my babies” her two sons, 17 and 26. Both live at home and she still buys their underwear. “I buy all the time,” she said. She likes Hanes because of its “soft” texture. She purchases Hanes at Kohl’s. She watches “soap operas” (telenovelas) on Univision. Carolina thinks “El Gordo y La Flaca would be a good place to promote Hanes underwear.

Sotero, 53, said his wife buys his underwear, Fruit of the Loom. He always accompanies his family on shopping trips, but he just follows along. His wife makes the clothing-buying decisions. He watches the news on Univision. Sotero thinks El Gordo y El Flaca would be a good place to promote Hanes underwear.

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C. References

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References• Aarkstore, (2008, June 1) U.S. Market for Women’s Intimate Apparel, Retrieved from:

http://www.aarkstore.com/reports/U-S-Market-for-Women-s-Intimate-Apparel-12984.html• Arreaga, B. (2009, Jan. 24) Mercury Mambo. How Hispanic Shopping Behavior is Different than their Anglo Counterparts. Retrieved from:

http://www.mercurymambo.com/the-hispanic-shopper-difference• Bureau, U. C. (2011). North American Industry Classification System. Retrieved Feb 2011, from U.S. Census Bureau:

http://www.census.gov/eos/www/naics/• Business Wire (2010, Feb. 23) Hanesbrands Inc. to Highlight Expectations For 2010 Sales Growth of 5 Percent to 8 Percent and Earnings

Per Share Growth of 25 Percent to 35 Percent at Investor Day Meeting. Retrieved from: http://business.highbeam.com/3613/article-1G1-219501606/hanesbrands-inc-highlight-expectations-2010-sales-growth

• Carlos M. Gutierrez, D. A. (2002). General Summary: 2002, 2002 Economic Census: Manufacturing. U.S Census Bureau.• Colman, D. (2007, April 19) The New York Times. But what if You Get Hit by a Taxi? Retrieved from:

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