Body positive women, led by vocal millennials, are prompting HanesBrands (NYSE: HBI) to change how it meets the needs of the full-figure/plus-size consumer. For starters, millennials and other body positive women of all ages prefer the term “curvy” to describe themselves and the apparel they wear. Curvy women, nearly a third of the intimate apparel industry, are also demanding intimate apparel products designed and made specifically for their body types without compromising the fit, variety, selection, style, color and features available in other sizes. Following a yearlong immersion with curvy women, the company’s Maidenform and Playtex intimate apparel brands are introducing new bras, panties and shapewear designed to meet the needs and tastes of curvy women using language they prefer. “Body positive women are embracing their curves and have become a force in the intimate apparel category,” said Jay Turner, HanesBrands’ president and general manager for intimates. “They want to
HanesBrands brings intimate apparel for curvy women - Fibre2Fashion
Glamorise Full Figure Plus Size MagicLift Moisture Control
Hanes Womens Curves Blackout Footless Tights, 3X-4X, Black
Hanes Women's 3 Pack Constant Comfort X-Temp Hi-Cut Panty, Assorted, 10 : Clothing, Shoes & Jewelry
Cotton Blend Bikini Panty - 3 Pack
Berlei UnderState Full Coverage Bra - Black - Curvy
Hanes Curves Plus Size Silky Sheer Control Top Pantyhose - Macy's
Ultra Light Comfort Racerback Bra
Full Figured Industry Awards: Tawana Blassingame Brings the Plus-Size
Plus-Size Clothing Market: Global Industry Analysis and
Choosing Panties for Your Body Type-that Make You Feel Sexy and Comfortable - Bare Marriage
HanesBrands brings intimate apparel for curvy women
Curves Plus Size Blackout Footless Tights