Hanes SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

Hanes SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Hanes, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Hanes to benchmark its business & performance as compared to the competitors, and make strategic improvements. Hanes is one of the leading brands in the lifestyle and retail sector.

The article below lists the Hanes SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Hanes SWOT Analysis:

SWOT Analysis of Hanes

For Hanes, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Hanes Strengths

The strengths of Hanes looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Hanes :

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

Hanes Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Hanes SWOT Analysis:

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

Hanes Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Hanes SWOT Analysis:

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.

Hanes Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Hanes are as mentioned:

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.

Hanes Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Hanes:

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

Hence this concludes the Hanes SWOT analysis.

Continue reading more about the brand/company.

About Hanes

Hanes Overview
Parent Company

Hanes brands Inc


Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

Her Way , Go tag-less


Complete apparel wear

Hanes STP

Lifestyle apparel and clothing

Target Market

Urban upper and middle class men and women


Complete package for a family

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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