Our brands are strong & performing well - Hanesbrands CEO
21 Apr '11
4 min read
Hanes, the No. 1 apparel brand in America, continues to air its men's underwear advertising featuring Michael Jordan. New Hanes women's advertising for bras and panties debuted April 11. Playtex launched two additional ads under its Playtex Girl Talk campaign supporting the 18-Hour bra line and the new Playtex Secrets line. Bali's new One Smooth U bra is selling well, and L'eggs introduced TV advertising in April for the first time in 14 years.
Outerwear segment sales increased 37 percent with across-the-board strength in Gear For Sports, wholesale casualwear (Hanes), retail casualwear (Just My Size and Hanes), and retail activewear (Champion). The segment's operating profit increased substantially as a result of overall segment strength and the higher margins of Gear For Sports.
Gear For Sports, a leading seller of licensed logo apparel in collegiate bookstores and the leisure/golf channels, had record sales for the NCAA Final Four basketball tournament and increased golf apparel sales in the quarter. Gear's order position is up high single digits for the second and third quarters.
New-product successes for Champion, the fastest growing major brand in activewear, include women's fitness bottoms and men's double dry activewear.
International segment sales increased 24 percent in the quarter (17 percent excluding currency exchange rates), with strength in all geographies – Canada, Latin America, Asia and Europe. Operating profit increased 86 percent (75 percent excluding currency).
In the company's smaller segments – Hosiery and Direct to Consumer – net sales and operating profit declined.
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