Setting the standard for sustainability

Brand development Branding Website

The client and the challenge

Reclothing HanesBrands' sustainability offering with a redeveloped brand and new website.

HanesBrands is a £5.3bn clothing multinational with a family of famous apparel brands, including Champion, Hanes and Bonds. With a global presence comes a responsibility to stitch sustainability into the entire business, from supply chain to store front.

The great thing is, HanesBrands have been doing it for years — they just weren’t shouting about it, so they needed an agency that could build a sustainability brand and bring it to life on a new website.

We were more than happy to answer the call.

The strategy

Tailoring the brand to its audience.

You can’t create a brand without knowing its purpose, goals and target audience. We started with a series of interviews and workshops with the HanesBrands team, from their SLT through to their regional brand managers. At the same time, we studied their market, competitors and buyer personas so we knew just how we’d make HanesBrands different, distinctive and relevant to its target audience.

We have worked to raise the bar for what all of our sites should look like, act like, feel like, communicate. Newer, fresher, modern.

Chris Fox — Global Head of Sustainability, HanesBrands

The UX

UX is key to any website. A site can look pretty and read well, but if the user can’t find what they want quickly and easily, they’ll click off — and not click back.

Through user journey analysis, we worked out what a typical HanesBrands user would want from this site — what they’d like to know, the hierarchy of messaging, the next steps they could take and so on.

This defined the structure of the site, making it usable before our designers set to work making it look beautiful.

The results

Following the site’s redesign, the positive appeal of Hanes (a key sub-brand of HanesBrands) went from 79% to 87% in the US. In Australia, the figure jumped from 74% to 80%, and in the UK, there was a huge leap from 25% to 74% — an almost 200% increase.

The positive appeal of another major sub-brand, Champion, rose similarly: from 71% to 80% in the US, from 44% to 68% in Australia and from 47% to 68% in the UK.

The results show that the need to clearly — and beautifully — spread the message of a brand’s sustainability efforts is vital in improving its standing in the minds of its consumers.