Hane Swot Analysis

Introduction

John Wesley Hanes, who began making men’s socks and underwear in 1901 under the name Shamrock Mills, founded Hanes. His brother Pleasant Hanes opened the P.H. Hanes Knitting Company in 1902 and introduced two-piece men’s underwear. In 1910, Shamrock Mills name changed to Hanes Hosiery Mill and began to create women’s stockings in 1918. By 1920s, the company expanded its line to include sleepwear, seamless stockings and panty hose in 1960. In 1965, P.H. Hanes Knitting Company and Hanes Hosiery Mill merged and became Hanes Corporation (DeMello, 2009) . HanesBrands is a socially responsible manufacturer and marketer of leading everyday basic apparel under some of the world 's strongest apparel brands in the Americas, Europe and Asia, as well as in Australia and South Africa (Hanesbrands Inc.). Hanes is the world’s largest marketer of basic apparel that sells a variety of products such as bras, panties, shapewear, sheer hosiery,

In this stage, the consumer’s memory network consists primarily of a node identifying the product category McEnally, de Chernatony (1999). When Hanes was created, it began making socks and underwear but in there was a change in 1970. Due to American women entering the job market, Hanes took advantage of the demand by introducing L’eggs, a line of panty hose in a plastic egg. By Hanes, being innovative with their plastic egg packaging during the 1970s-1980s L’eggs was the biggest brand of panty hose in the United States, thanks to the way Hanes marketed the product. Hanes also became the first big-name company to sell panty hose in the supermarkets and convenient stores. Making the product and the brand a household name and wiping out the old-fashioned stockings and garters. L’eggs success remains until today being the biggest selling panty hose brand in the world today and sells tights and shapewear as well (DeMello,