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Hanes SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: July 15, 2023Read time:

Here is a detailed SWOT analysis of Hanes covering strengths, weaknesses, opportunities and threats.

Hanes 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

Above are the strengths in the SWOT Analysis of Hanes. The strengths of Hanes looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Hanes 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

These were the weaknesses in the Hanes SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Hanes 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.

Above we covered the opportunities in Hanes SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Hanes 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.

The threats in the SWOT Analysis of Hanes are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Hanes SWOT analysis.

About Hanes

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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 which comprises of MBA students, management professionals, and industry experts. 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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