BELIEVE YOU'RE UNBELIEVEABLE
An All New Maidenform
Hanesbrands acquired Maidenform in late 2013 and immediately began efforts to refresh the 90+ year-old brand to appeal to a younger, Millennial consumer. KraftWorks, recognized for our
experience and expertise in elevating brands and speaking young, fashion-savvy consumers, was brought in from the outset to aid in positioning and rebranding efforts.
Hanesbrands’ long term goal for Maidenform is to establish a department store brand that can
compete with Victoria’s Secret among Millennial women – no easy task given low awareness numbers and their target’s general tendency toward specialty.
KraftWorks established a unique tone of voice and visual identity that would separate Maidenform from competitors. This was leveraged across all initial consumer touch points including packaging, POS, and digital display media. Sales since the campaign elements launched have increased by 30% and continue to grow. Facebook “likes” and shares have increased by the thousands, and early consumer test results give a positive outlook, indicating increased brand awareness and intent to purchase.