Hanes SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 2208
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SWOT Analysis of Hanes with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Hanes

Parent Company

Hanes brands Inc

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Her Way , Go tag-less

USP

Complete apparel wear

STP

Segment

Lifestyle apparel and clothing

Target Group

Urban upper and middle class men and women

Positioning

Complete package for a family

SWOT Analysis

Strengths

1. The brand has established a niche for itself with effective ad campaigns like Her way and Go tag-less with concentrating on new themes every year.
2. The brand endorses a money back comfort guarantee which is a highlight.
3. The brand has ventured into many lines like outerwear which have succeeded in building the brand further.
4. The brand has good advertising and visibility

Weaknesses

1. Though the brand has diversified into various forms of outer-wear it still depends heavily on innerwear especially hosiery garments for most of its revenues.
2. The brand has limited penetration in emerging economies

Opportunities

1. The brand can diversify further into various product lines thereby extending its brand portfolio.
2. The brand can concentrate on emerging markets like India and Africa which have an increasingly new market for brand conscious people.
3. The brand can also concentrate on green campaigns which are a need of the hour.

Threats

1.The high volatility in the apparel market which leads to minimal brand loyalty is a cause of concern.
2. With many lifestyle brands too entering the field of innerwear it poses a serious threat to the core product of the brand.
3.  The duplicated products of the brands are available at cheap rates pose a significant challenge to the brand.

Competition

Competitors

1. Fruit of the loom
2. Jockey
3. Victorias Secret



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