Hanes SWOT Analysis, Competitors & USP

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

SWOT analysis of Hanes analyses the brand by its strengths, weaknesses, opportunities & threats. In Hanes SWOT Analysis, 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. Hanes is one of the leading brands in the lifestyle and retail sector.

The table below lists the Hanes SWOT (Strengths, Weaknesses, Opportunities, Threats), top Hanes competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Hanes SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Hanes Brand Analysis
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 Group

Urban upper and middle class men and women


Complete package for a family

SWOT Analysis of Hanes
Hanes Strengths

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

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

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 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 Competition
Hanes Competitors

Below are the top 3 competitors of Hanes:

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

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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Hanes. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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