These are not your mother's L'eggs pantyhose.
That's the message HanesBrands is sending with a new marketing campaign -- and its first national television advertising in more than 14 years -- designed to modernize the hosiery brand's image.
The campaign, which launched this week, also marks a bid to reach out to a new generation of consumers, some of whom might not have ever worn pantyhose, by taking up the more modern moniker "sheer tights."
The ad push reflects consumer research that hosiery is making a comeback and drives home the message that L'eggs offers women the perfect, everyday, finishing touch for any outfit and any occasion.The brand's new "You're in luck. You're in L'eggs" tagline debuts in TV spots that show a young woman planning her wardrobe as she gets ready to start the day. Animated daydream vignettes highlighting the variety of social situations she'll encounter show her confidently decked out in outfits accessorized by L'eggs hosiery at the office, at a party and on a walk with a friend.
The spots are set to the tune of "Lucky," the European techno-dance hit from Swedish pop-duo Lucky Twice. The ads are airing on national cable networks such as E! WE, SoapNet, TV One, Nick at Nite and Oxygen.
Although the TV spots focus on L'eggs Profiles line of shaping products that include sheers and tights, the new ad campaign seeks to woo younger shoppers to its entire product line, and sheers, "at 70%, are still by far the largest segment," Angela Hawkins, director and general manager of hosiery for HanesBrands, told WalletPop.
While L'eggs' core shoppers are women age 25 to 54, Hawkins added, "Our goal is to drive category sales, engage existing consumers and introduce a new generation to the L'eggs brand."
L'eggs still "enjoys the highest loyalty in the [hosiery] category," says Hawkins, "so we're confident that once younger consumers purchase L'eggs, they'll become repeat customers."
The social media component of the campaign reflects Legg's direct courtship of 18- to 34-year-olds, Hawkins says. "An 18-year-old was just four to five years of age during L'eggs last TV campaign," she notes. And the marketing push kicks off the brand's social media debut with a L'eggs Facebook page and Twitter feed.
The company is also stressing to shoppers that L'eggs offers department store-quality hosiery -- from its Silken Mist line of sheers to textured tights and leggings -- at prices of less than $10.
The campaign comes as the legwear category undergoes "a resurgence," Hawkins says.
It's a trend that might be surprising to some, as pantyhose seem, well, so '50s. But it's precisely those '50s looks that have helped revive hosiery with the fashion influence of the hit show and ode to mid-century living Mad Men, Sally Kay, president and chief executive officer of The Hosiery Association, told WalletPop.
What's more, Hawkins says, "There's been a resurgence of the dress and the skirt." And that means "legs are in," and by definition, so is hosiery, she adds.
Still, Leggs' will have its work cut out for them to convince shoppers to purchase their sheer tights: Sales of sheers in the $6.98 billion legwear business fell 4.4% last year, according to market research firm The NPD Group. But Kay says, "That rate of decline has plateaued, [as younger consumers] experiment with sheers in colors."
And with L'eggs distribution spread out to supermarkets, drugstores and mass merchants, Hawkins explains, "Our broad assortment, including updated styling in the shaping and tights segments and continued commitment to innovation, makes L'eggs an easy, affordable choice."
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