Heritage Extension

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PA RT Z ER O | TA B L E O F CONTENTS

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H E RITAGE BY H ANE S

TABLE OF CONTENTS 07

PART ONE INTRODUCTION COMPANY INFO PRODUCT OFFERINGS CUSTOMER COMPETITION

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PART TWO HERITAGE INTRO BRANDING BASICS CUSTOMERS TREND RESEARCH

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PART THREE PRODUCT RANGE KEY COLLECTION PIECES ASSORTMENT PLAN

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REFERENCES

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PA RT ON E | IN TR O D UC TION

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H E RITAGE BY H ANE S

H

INTRODUCTION

anesbrands manufactures and sells low-cost innerwear (t-shirts, bras, and underwear) and hosiery. The company’s brands include: Hanes, Champion, Playtex, Bali, L’eggs, Just My Size, barely there, Wonderbra, Stedman, Outer Banks, Zorba, Rinbros and Duofold.

TO HANESBRANDS

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Hanes is one of the largest players in the innerware industry Hanesbrands: and enjoys economies of scale Hanes that allow it to offer its products Champion Playtex at prices below those of its Bali competitors. This advantage has L’eggs become especially important Just My Size in recent years, as department barely there stores have begun to offer their Wonderbra Stedman own private label brands. Private Etc. label brands typically provide department stores with higher margins than third party brands. Hanes is the exception to this rule because it is able to offer its products at prices below what it costs department stores to manufacture/purchase their own private label merchandise.

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The Objective of this Book The goal for this document is to outline the need for a brand extension that has a focus on the Millennial customer. Within the document, trend research, customer identification, product range, and much more will be included.

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PA RT ON E | CO M PA N Y IN FORMATION

FOUNDED IN

1901 A BRIEF HISTORY Founded in 1901, Hanes has a long history of innovation, product excellence, and household brand recognition. It’s a fact that more than 80 percent of U.S. households have the company’s products in them. Pioneering and revolutionizing Tagless T-shirts and underwear, Hanesbrands invented the sports bra, being the first to advertise a bra on national television (Playtex), Currently, Hanes is innovating with ComfortBlend and temperature-control X-Temp fabrics and seamless Smart Sizes bras.

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1901

John Wesley Founded

1911

Shamrock Knitting Mills Built

1978

Shamrock Knitting Mills Becomes National Landmark

2000

Michael Jordan “GoTagless” Campaign


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Hanes Manufactured in the Original Shamrock Knitting Mills, 1930 WINSTON-SALEM, NORTH CAROLINA

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PA RT ON E | C UR R E N T P R ODUCT OFFERINGS

Current Product Offerings

Clothing for whole family

Only for Women

T-Shirt

Tank Top

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2

3

4

5

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A Brief Explanation... Each brand under Hanesbrands (Hanes, Champion, Bali, Playtex, Maidenform, Just My Size, etc.) provides a different product mix to their customer. Differing qualities for duplicate categories include price, material, target customer, and product placement.

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Underwear


H E RITAGE BY H ANE S

What else is important to know? Hanesbrands divides its operations into four segments including innerwear (intimate apparel, men’s and children’s underwear, and socks), activewear, direct to consumer, and international. Innerwear is the largest by far, accounting for more than 50% of revenue, while Activewear generates more than 25%.

Sweatshirt/ Long-Sleeve

Bra

Pants

Shorts

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2

3

4

5

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Need Help? Here’s a Key!

Each square box, , indicates if the brand in question provides that particular product category.

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PA RT ON E | C USTO ME R

Hanesbrands’ Customer

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anesbrands sells in roughly 35 countries, and rings up roughly 85% of its sales in the US. Its largest international markets include Europe, Canada, Japan, Mexico, Brazil, and Australia. Wal-Mart, Target, & Kohls are Hanesbrands’ largest customers, accounting for 24%, 17%, and 5% of 2014 sales, respectively. Mass merchandise stores are vital to the company’s performance, accounting for about half of Hanesbrands’ total sales. Hanesbrands also allies with mid-tier stores, including J. C. Penney, Macy’s, and Kohls, which are adding its lowerpriced labels. It’s L’eggs and Hanes brand underwear are also sold in food, drug, and variety stores. Hanesbrands also sells apparel to the US military for sale to soldiers and through discount chains, including Dollar General and Family Dollar Stores.

24% WALMART 17% TARGET 5% KOHL’S

As stated in the Annual Report for 2014 from Hanesbrands, approximately 85% of net sales were to consumers in the United States, while 15% were to consumers outside of the United States. Domestically, almost 81% of the net sales from Hanesbrands were wholesale to retailers, while 10% were direct to consumers and 9% were wholesale to wholesalers and third-party embellishers.

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H E RITAGE BY H ANE S

The customers shopping products provided by the brands under Hanesbrands, Inc. include people of all ages, sex, and race.

*All images on corresponding page found on Pinterest

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PA RT ON E | CO M P E TITIO N

Competition

The basic apparel market in which Hanesbrands’ brands hold share is highly competitive and rapidly changing. Competition is generally based upon brand name recognition, price, product quality, selection, service and purchasing convenience.

DIRECT

INDIRECT COMPETITION

Jockey Gilden Activewear, Inc. Victoria’s Secret Gap Inc. Warnaco Group Inc.

COMPETITION

Fruit of the Loom, Inc.

Other competitors in the innerwear segment include Limited Brands, Inc.’s Victoria’s Secret brand, Jockey International, Inc., and Warnaco Group Inc.

Fruit of the Loom, Inc. has been around since 1851, registering it’s trademark in 1871, making it one of the world’s oldest brands. Labeled as a “global underwear and casual-wear” business, Fruit of the loom employs over 32,000 people worldwide. The corporations product assortment spans across men’s, women’s, and children. Offering basic t-shirts, underwear, and active wear, Fruit of the Loom’s product categories are much more focused on providing a curated selection of basics to it’s customers.

Competitors within the outerwear segment include various private label and controlled brands sold by many of Hanesbrands’ customers, such as Gildan Activewear, Inc. and Gap Inc.

Competing with Hanesbrands across most of the segments offered, Fruit of the Loom is a large corporation with a similar structure to that of HanesBrands.

Companies under Fruit of the Loom include, Vanity Fair Lingerie, Spalding, and Russell Athletic. Products can be found in store chains such as Walmart, Target, Kohl’s, Macy’s and JCPenney.

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Hanesbrands also competes with many small manufacturers across all of the business segments, including the International segment. Additionally, department stores and other retailers, which potentially include many of Hanesbrands’ current customers,market and sell basic apparel products under private labels that compete directly with the Hanesbrands brands.


H E RITAGE BY H ANE S

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PA RT T WO | HE R ITAGE IN TRO

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H E RITAGE BY H ANE S

Part Two HERITAGE INTRO BRANDING BASICS CUSTOMERS TREND RESEARCH

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PA RT T WO | HE R ITAGE IN TRO

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eritage by Hanes is a brand extension under the Hanesbrands corporation. Unlike the rest of the brands that are already providing products and services to customers, Heritage brings vintage inspired, Ecoconscious garments that are tailored to the millennial consumer. The name Heritage speaks to the authentic and original roots of the Hanes brand. It not only addresses the current void within the Hanesbrand corporation, but Heritage also recognizes the potential positive impact it will have on the rest of the brands under Hanesbrands. With the company’s already impressive relationship with customers like Walmart, Target, and Kohl’s, Heritage by Hanes and its clients will mutually benefit. Product assortment will reflect important trends happening within the marketplace, while also ensuring to provide essential pieces that have proven to be a success for Hanes in the past. *The logo can be seen above this text

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What are the distinctive traits of Heritage by Hanes? Apparel Basics EcoConscious Vintage Inspired Focus on Millennial


H E RITAGE BY H ANE S

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PA RT T WO | B R A N D IN G B ASICS

Logo

Identity

Variation:

In Print:

Never solely used as the main or default logo on any document, garment, or marketing tool. The variation serves as an accompanying option to the main identity. Used where logo may be smaller in proportion.

Key Lines

The Heritage logo should never exceed the width provided.

Negative Space:

As shown, a clear and purposeful amount of negative space should be provided around the logo itself. Text and image must be placed appropriately and proportionally.

Brand Colors 1pt. 2pt.

WHEAT

FIZZ

VIBE

PANTONE P 20-6 U CMYK Uncoated

PANTONE P 40-7 U CMYK Uncoated

PANTONE P 48-16 U CMYK Uncoated

42pt.

DEEP

TENNIS

FUNK

Used to underline text in corporate and marketing documents. The larger of the 3 (42pt.) is generally used to hold text, an example can be seen on the page adjacent.

PANTONE P 56-16 U CMYK Uncoated

PANTONE P 164-14 U CMYK Uncoated

PANTONE P 135-2 U CMYK Uncoated

Headline Typeface

Secondary Type

ABCDEFGHIJKLMNOPQRS TUVWXYZabcdefghijklmn opqrstuvwxyz

ABCDEFGHIJKLMNOPQRS TUVWXYZabcdefghijklmno pqrstuvwxyz

Lines:

0123456789

Av e n i r B o o k

0123456789!*@& Century Gothic Bold

ABCDEFGHIJKLMNOPQ RSTUVWXYZabcdefghijkl mnopqrstuvwxyz Century Schoolbook Regular

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0123456789


H E RITAGE BY H ANE S

Icon usage

Usage:

When appropriate, icons can be beneficial in illustrating or communicating an idea. Accompanying an image or text, icons should be used throughout corporate and marketing tools sparingly.

Type:

Icons should be minimal and clean. Over powering lines and multiple colors are excluded. Singular color should be used; black, white, gray, or from the following swatches:

Hanes Logo Usage

Flag Logo:

Should appear in document sparingly. Logo should never be larger than the Heritage by Hanes Logo. Alterations to the flag logo are prohibited.

Hanes in �Deep� Color:

Color of logo can not be altered, unless in white. Should accompany the Heritage logo at all times. Cannot exceed the size of the Heritage by Hanes or Hanes Flag logo.

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PA RT T WO | C USTO ME R

Customer Profile

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H E RITAGE BY H ANE S

Claire Boston, Massachusetts, USA Age:

Claire is a 20-something, considered to be a Millennial

Current Occupation:

Photographer’s Assistant for the Boston Globe’s “Lifestyle” section & Freelance Photographer

Income:

$32,000 annually and freelance income of $5,000 to $10,000 a year

Living:

One-bedroom apartment with roommate, $1,800 combined rent

a

Vals Segment (SBI):

Experiencer. Identifying most with the qualities of ‘being the first to adopt trends’, ‘seeking out sensation’, and ‘believing that friends are extremely important.’

Shopping:

Online, mostly. Occasional stop in the local thrift store or Target for random products

Hobbies:

Trying new food and visiting new & interesting places around the Boston area

More Detail on the Customer:

The target customer shopping Heritage by Hanes could easily be described as a Millennial. This individual is connected to their social network in both personal experiences and in a virtual sense. Environmental, political and civil issues are at the core of this shopper’s value system. According to a recent study conducted by the Pew Research Center (Benderev, 2014), Millennials are the most sustainability conscious generation to date. Most individuals in this category do not identify with the “environmentalist” mindset, however, they do believe that laws for the environment should be more strict for companies.

(Even) More Details on the Customer:

In a recent survey conducted by the Boston Globe (the newspaper that ‘Claire’, our target customer, works for), they found that Generation Y (a.k.a. Millennials) finds relief in old-fashioned leisure and embraces the vintage aesthetic (Johnson, 2015). Mentioned as a reaction to the hyper-capitalist, sped-up 21st century, Millennials are moving to a more slow-paced, nostalgic lifestyle that seeks out do-it-yourself (DIY) activities. This mindset of nostalgia has even had a reflection in fashion and architectural/interior design through the use of color and silhouettes that are reminiscent of past decades.

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PA RT T WO | C USTO ME R

Mason Dallas, Texas, USA Age:

Mason is 27

Current Occupation:

Team Leader at a local print shop in Dallas and bartender on the weekends

Income:

$28,000 annually from the print shop and $1,200 monthly from bartending

Living:

Two-bedroom apartment with girlfriend, $2,000 combined rent

Vals Segment (SBI):

Striver. Identifying most with the qualities of ‘having revolving employment;high temporary employment’, ‘rely heavily on public transportation’, and being ‘fun loving’

Shopping:

Rarely goes shopping alone, mainly gets new items when going out with his girlfriend or from parents as gifts

Hobbies:

Playing video games, building stuff, and doing things with his girlfriend

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H E RITAGE BY H ANE S

Customer Profile

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PA RT T WO | TR E N D R E SE ARCH

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H E RITAGE BY H ANE S

Trend Research

What is the Customer Shopping for?:

The target customer shopping Heritage by Hanes, the Millennial, is a trend and price conscious individual. As he or she goes into the marketplace, whether that be online or in-store, the customer is aware of which brands have a trenddriven product assortment, Eco-conscious history, and price that fits the budget. Aside from those qualities, there are particular items that the customer is shopping for in regards to the season with style, fit, and trend in mind.

A/W 16/17: KEY IDEA It’s without question that fashion looks to the past for inspiration and future direction. For the past few seasons, there has been a rise in influence from fashion during the 1960’s to 1990’s. The nostalgic mindset concurs with how the Millennial is shopping for anything from interior essentials to daily accessories. The rise of the varsity bomber, for an example, has been seen on the runway countless times- and also showing enormous sales potential according to Euromonitor. BASICS The solid tee, solid color hoodie, and plaid shirt are staple pieces that are essential in product assortments for the following season. Elongating the sleeves has been popularized by the likes of Vetements, which is also important in executing this in the hoodie and solid tee.

PRINTS & GRAPHICS As a nod to traditional rugby stripes, the season is also seeing a rise in large and small horizontal stripes. As mentioned before, plaids are also a major influence on the season’s key items. Washes to make the plaids appear to be more worn in are also important in this mix. Elongating the silhouette and making the appearance of the garment oversized are also essential for this particular theme. On the adjacent page, a reference to this trend can be seen. Another trend within prints and graphics includes a tribal influence. This theme has been a common recurrence for many past seasons. The print is translated as all-over, while often accompanying fur trims and fringe detailing. SIMPLE SLOGAN Clean and simple one-word text is placed intentionally on hoodies and t-shirts in a contrasting color, creating a nod to its varsity roots. Arching the text will further enhance the theme, providing an urban, varsity appearance. ECO-CONSCIOUS Sustainable, organic, Eco-friendly: all buzzwords that are prominent for seasons to come. From Stella McCartney to H&M, there’s a noticeable and influential rise of the word and action being used throughout clothing brands.

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PA RT T H R E E | P R O D UC T RANGE

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H E RITAGE BY H ANE S

Part Three PRODUCT RANGE KEY COLLECTION PIECES ASSORTMENT PLAN

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PA RT T H R E E | P R O D UC T ASSORTMENT

Product Assortment

The product assortment for Heritage by Hanes follows suit with the target customer and the trends that have been researched. Drawing on the authentic quality and original roots of the Hanes brand, the product assortment will include silhouettes that could serve as layering pieces and stand alone garments. The following assortment is planned for the introduction of the Heritage by Hanes brand for the upcoming A/W 16/17 season. Due to the different customers that Hanes affiliates themselves with, products will differ in each location and region according to climate, among other characteristics. The primary direction for the initial launch of the Heritage by Hanes brand seeks to show the quality, construction, and focus of the brand.

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H E RITAGE BY H ANE S

What’s next? Looking at flats doesn’t really help build the greater picture that Heritage represents. On the next pages, each silhouette will get a more detailed spotlight. Fabric, possible color ways, and customer segment will also be discussed.

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PA RT T H R E E | KE Y CO L LECTION PIECES

Key Collection Pieces

Varsity Bomber Jacket Target Customer:

Both men & women markets

Fabric Content:

7.8-oz. 50% cotton/ 50% polyester fleece blend including up to 5% recycled polyester fiber made from recycled plastic bottles. A Hanes Comfort Blend and Eco Smart Fabric.

Color Ways:

Sleeves in a contrasting color of off-white.

Size Range:

Small to Extra Large

Pricing:

$40-50 Retail

A little bit more about the Varsity Bomber: The Varsity Bomber is one of the staple pieces in the inaugural collection from Heritage by Hanes. This item could easily be paired with a classic Hanes T-shirt, or a Heritage crop top. Throw a hoodie underneath for extra warmth and coverage.

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H E RITAGE BY H ANE S

Key Collection Pieces

Active Hoodie Target Customer:

Both men & women markets

Fabric Content:

7.8-oz. 50% cotton/ 50% polyester fleece blend including up to 5% recycled polyester fiber made from recycled plastic bottles. A Hanes Comfort Blend and Eco Smart Fabric.

Color Ways:

Second color way is a new addition, sand/camel

Size Range:

Small to Extra Large

Pricing:

$30-40 Retail

A little bit more about the Active Hoodie: Hoodies represent the layering and versatile qualities that the Heritage Brand possesses. Paired with a long sleeve t-shirt or worn alone, the Active Hoodie can be dressed up or down depending on the occasion. With active wear roots, the hoodie is made with a 50/50 cotton blend fabric.

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PA RT T H R E E | KE Y CO L LECTION PIECES

Key Collection Pieces

Elongated Plaid Shirt Target Customer:

Both men & women markets

Fabric Content:

Stretch woven cotton blend; 62% cotton, 34% polyester, 4% spandex.

Color Ways:

Color ways are combinations of key colors from the collection. Distressing and a subtle gradient to the wash will be added

Size Range:

Extra Small to Extra Large

Pricing:

$30-40 Retail

A little bit more about the Elongated Plaid Shirt: This Elongated Plaid Shirt is a direct nod to the fashions that came from the past with a modern twist. Within the trends predicted for the coming season, elongating the silhouette has been noted as an important detail to consider. The shirt can be buttoned up, left open, tucked in, or tied around the waist.

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Wo m e n ’ s To p s

Style # WT108 Sizes XS - XL Colors

Style # WT109 Sizes XS - XL Colors

Style # WT110 Sizes S - L Colors

M e n ’ s To p s

Style # MT108 Sizes S - XL Colors

Style # MT109 Sizes S - XL Colors

U n i s e x To p s

Style # UT112 Sizes XS - XL Colors

Style # UT113 Sizes XS - XL Colors

Outerwear

Style # WOW114 Sizes XS - XL Colors

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Style # OT115 Sizes S - XL Colors

Style # OT116 Sizes S - XL Colors


H E RITAGE BY H ANE S

Assortment Plan

a. women’s

35%

WT108

30%

WT109

45%

WT110

25%

total

100%

b. men’s

25%

MT108

55%

MT109

45%

total

100%

c. unisex

25%

UT112

35%

UT113

65%

total

100%

a. outerwear

15%

WOW114

25%

OT115

45%

OT116

30%

total

100%

Planning the assortment range included trend and color research for the coming season. This particular assortment includes items that fall under the categories of men’s, women’s, unisex, and outerwear. On the left page the style, size range, color, and category are identified for the inaugural launch of the Heritage brand. Although the product range is exclusive to tops and outerwear, each item can be paired and arranged in alternating ways. The dedicated graphs on the following page indicate an assortment plan that was specified for a launch in Target, whom is a current client of HanesBrands. However, this particular assortment plan could be translated and put into practice in many of the partnering stores with Hanesbrands (such as Kohl’s, Macy’s, and Walmart), with adjustments made accordingly.

35% women’s 25% men’s 15% outerwear 25% unisex

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R E F ER E N C E S

References

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H E RITAGE BY H ANE S

2014 Annual Report (pp. 2-11, Publication). (2014). MD: Hanesbrands. Ajvazi, Zana. (2016, January 04). Monotone Checks. Retrieved February 23, 2016, from http://www.wgsn.com/content/board_viewer/#/63753/page/1 Benderev, C. (2014, October 14). Millennials: We Help The Earth But Don't Call Us Environmentalists. Retrieved February 20, 2016, from http://www.npr. org/2014/10/11/355163205/millennials-well-help-the-planet-but-dont-call-usenvironmentalists DeLeon, Jian. (2016, February 09). Tough 1990's. Retrieved February 22, 2016, from http://www.wgsn.com/content/board_viewer/#/64431/page/4 Hanesbrands Inc. (2016). Retrieved February 20, 2016, from http://www.hanes. com/corporate Hendry, Veronica. (2015, November 19). The Performance Sweat- A/W 16/17 Commercial Update. Retrieved February 23, 2016, from http://www.wgsn.com/ content/board_viewer/#/62598/page/1 Johnson, M. (2015, May 27). Millennials embrace 'vintage,' but don’t call them hipsters. Retrieved February 22, 2016, from https://www.bostonglobe. com/lifestyle/2015/05/27/generation-finds-comfort-ways-their-grandparents/ wxI6HYookYlbQreEmp091M/story.html Sriprakash, P. (2016, February 27). Reduce Waste Through Sustainable Clothing. Retrieved February 29, 2016, from http://www.newindianexpress. com/cities/chennai/Reduce-Waste-Through-Sustainable-Clothing/2016/02/27/ article3298603.ece Thornell, Christina. (2015, May 13). Modern Varsity - Retail Analysis – Young Men A/W 16/17. Retrieved February 23, 2016, from http://www.wgsn.com/content/ board_viewer/#/61269/page/9 Imagery obtained from Pinterest

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