FASHION FUELS TRIP TO TOP
Byline: Marc Karimzadeh
In the legwear category, fierce fashions do wonders for boosting brand recognition.
While the top four legwear brands remain the same compared with the previous survey, top 10 newcomers Nine West and Givenchy landed the fifth and sixth slots, respectively. The entry of fashion-forward brands Nine West, which recently increased its legwear spending by 75 percent, and Givenchy, with its newly colorful packaging featuring icons that explain an item’s function, is further testament that fashion itself — fishnets, textures, prints — is now driving the category.
Other top 10 brands — L’eggs, Hanes, No Nonsense, Burlington and Hot Sox — were able to maintain their ranking through clever marketing strategies.
L’eggs, which has a large distribution in food and drugstore channels, attracts consumers with eye-catching packaging featuring a design that recloses easily to minimize chances of tearing. Number two Hanes stepped up U.S. media spending and redesigned point-of-sale material to showcase products or trends instead of lifestyle images.
Meanwhile, number three No Nonsense got a cash infusion from owner Golden Lady SpA, which went for a production upgrade — enabling such launches as No Nonsense Woman, a sheer hosiery line for plus-size women.
Legwear Top 10
3. No Nonsense
5. Nine West
7. Gold Toe
9. Round the Clock
10. Hot Sox