By  on July 25, 2008

1. Hanes
2. Victoria's Secret
3. Fruit of the Loom
4. Playtex
5. Jockey
6. Bali
7. Joe Boxer
8. Maidenform
9. Vanity Fair
10. Calvin Klein Underwear
 
Big changes on the retail landscape are beginning to impact the status of major intimate apparel companies, particularly national brands that are sold at department stores. Lackluster sales and dwindling consumer confi dence are hitting the longestablished position of a number of brands that have traditionally been the foundation of lingerie business at the nation’s biggest retailers.

To battle the tough economy, a majority of innerwear companies in the $12.6 billion (retail) industry have cut budgets for advertising, marketing and even point-of-sale materials. As a result, while the number of innerwear power brands in the overall WWD100 remains strong — 13 brands versus 15 brands last year — the rankings for a number of household names from Bali, Playtex, Wonderbra and Jockey to Maidenform, Vanity Fair and Just My Size, have fallen. In some cases, brands including Olga, Warner’s and Vassarette dropped off the WWD100 scoreboard, while Just My Size disappeared from both the overall 100 and the Top 10 list this year.

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