Hanes Imagewear, Winston-Salem, N.C., announced it is transitioning its Hanes Beefy-T T-shirt to a tag-free neck label during 2010. Now celebrating its 35th year, the Hanes Beefy-T T-shirt is the industry’s leading premium T-shirt and one of the best-known tees within the decorated apparel industry. With the announcement, Hanes becomes the only major brand to offer a premium tagless T-shirt in its portfolio. Shipments of the Tagless Hanes Beefy-T to wholesaler customers are underway and Hanes Imagewear expects the transition to be complete by spring.
“Hanes is on a mission to make the world a more comfortable place,” said John Marsh, senior vice president/general manager of Hanes Imagewear. “Now is the time for the decorated apparel industry to embrace tagless T-shirts in a big and exciting way and Hanes is happy to lead the way.”
Consumer research says it’s time to surrender the tag as well. When asked to describe their perfect T-shirt, consumers list “tag-free,” second only to “soft” in frequency. The overwhelming preference for tag-free neck labels extends into the decorated apparel industry as well. When graphic T-shirt wearers were asked to compare a Hanes Tagless T-shirt with its four largest competitors, 94 percent who had a preference chose Hanes versus the competitive tagged T-shirts.*
Strong consumer preference for Hanes Tagless T-shirts also translates to more sales for decorators and promotional products distributors. Since Hanes introduced its original Hanes Tagless 6.1 T-shirt into the decorated apparel industry, sales for that style have significantly outperformed the overall market.
“We know from experience that a Hanes Tagless T-shirt offering can have a very positive and profitable effect for decorators and distributors,” said Marsh. “Not only does a Hanes Tagless T-shirt deliver what consumers want, it also gives everyone a chance to talk about something new and innovative in our category.”
Consumers have used strong words to describe tags: itchy, scratchy, irritating, distracting. Over the course of 2010, the new Tagless Hanes Beefy-T T-shirt will make all of this irritation simply go away.
This is the Hanes brand’s second major leadership role in Tagless T-shirts. Several years ago, the brand announced that it was introducing tag-free neck labels in all of its underwear and casual T-shirts. Today, Hanes products are found in nearly 9 out of 10 American households and Hanes is the No. 1 apparel brand for family basics.**
“Hanes has built a reputation for quality, comfort, fit and value that is unmatched by any other manufacturer,” said Marsh. “We continue to look for new and innovative ways to develop products that meet consumer needs and deliver solid financial performance for our customers. Taking the Hanes line tag-free is another step down the road of ultimate comfort for everyone.”
Hanes introduced the new Tagless Hanes Beefy-T and its Destination Tagless campaign during the decorated apparel industry trade shows in January with a special movie-themed presentation. The brand intends to expand the Destination Tagless theme throughout the year with advertising, promotions and other creative programs.
“Consumers strongly prefer a Tagless T-shirt, and they need to know from decorators and promotional products distributors that this is now an option in our industry with the original Hanes Tagless 6.1 T-shirt and the new Tagless Hanes Beefy-T,” said Marsh. “Our Destination Tagless campaign is the perfect vehicle for creating awareness and excitement for tagless T-shirts both inside and outside the decorated apparel industry.”
About Hanes Imagewear
Hanes Imagewear is a major supplier of T-shirts, sportshirts and fleece to the decorated apparel industry under the Hanes, Hanes Beefy-T, Champion and Outer Banks labels. Hanes Imagewear is part of Hanesbrands Inc., a leading marketer of innerwear, outerwear and hosiery apparel under strong consumer brands.
Additional information can also be found on the Hanes Imagewear Web site, www.hanesbullseye.com.
* Survey conducted by C&R Research in Dec ‘09/Jan ’10 of 513 consumers who wear graphic tees at least once per week.
** Source: The NPD Group/Consumer Tracking Service, R12 October 09, Units. Family basics include T-shirts, fleece, underwear, socks, panties and bras.
