Launching a Value-Conscious Portfolio

Core Skills:

  • Igniting Growth through Innovation
  • Portfolio Management and Franchise Development
  • Experience Selling a Portfolio of Brands into Department Stores

Problem / Challenge
The Profiles franchise of products was positioned and marketed as an entry point into the complete Hanes Hosiery portfolio. Promoted as a durable, functional product, Profiles was sold through department stores as a “Value Conscious” choice for women seeking legwear. Internally the Profiles business was a steady producer but unworthy of marketing investment. I saw the business opportunity differently. In fact after working with various marketing insights groups and customer analysis teams, I began to see an under-served market and a complete consumer segment that was being over-looked. My challenge was to demonstrate to senior management the opportunity of investing in a portfolio of value-based hosiery brands that graduated and maintained users throughout their hosiery wardrobe life-cycle.

The Opportunity
The opportunity was to revitalize a mature brand within the Company’s portfolio while managing my P&L responsibility. And, that meant re-imaging my Brands (Hanes Too, Profiles and Great Legs) as a diverse portfolio of choices based on customer and consumer needs. From re-designing each Brand’s architecture to promoting the collection as a complete Solution Set to customers, I was able to achieve consumer, customer and organizational success.

The Profiles franchise would be the product that delivered fit and shape-toning options. Hanes Too and Hanes Too Plus would be the everyday choice of value-conscious women looking for quality at an affordable price-point. And, Great Legs would be the brand that transitioned consumers into department stores through discount store channels like TJ Maxx and Kohl’s. These positioning statements were communicated through re-designed packaging, updated taglines and modern, fashion-forward point-of-sale materials. Account teams were encouraged to customize retail configurations and promotions through a flexible new promotional strategies that emphasized local needs.
I led the introduction of a contemporary new Value-Conscious portfolio of hosiery products (Hanes Too, Hanes Too Plus, Profiles and Great Leds) that collectively resulted in an +11% increase in sales over prior year.

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