Stanfields The Underwear Company

AD245 Ad Campaign Development Mens Underwear Market No longer is the white brief considered a basic necessity in a mans wardrobe. Stanfields sells more briefs than anything else – but boxers and athletic boxers are a growing category, especially in black, heather and blue tones. Stanfields website, has fashionable styles abound and are especially important in capturing the under 30 age group.

AD245 Ad Campaign Development Mens Complaints Underwear that doesnt stay in place (wedgies) Heat rashes Crushing of anatomy Falling out of underwear Moisture spots Pinching of anatomy

AD245 Ad Campaign Development Players in the Market Stanfields, Fruit of the Loom, Hanes, Jockey, Calvin Klein, and Joe Boxer. Nationally, Stanfields is currently #1 in retail sales and #2 in terms of number of units sold, placing 2 nd to Fruit of the Loom. Hanes, another major competitor, has not been doing as well as they had in the past. Jockey has been gaining share in department stores.

AD245 Ad Campaign Development Where do people shop? Well, in a recent survey: 63% of the people interviewed said they purchased their underwear in discount stores such as WalMart (30%) and Zellers (19%), as well as smaller discount stores like Winners (3.2%), San (1.8%), Real Canadian (1.7%), and Giant Tiger (1.8). 23% said they shop at department stores like Sears (13/1%) and the Bay (9.7%). 7.9% at specialty stores like Marks Work Wearhouse (1.7%) and Moores, Tip Top Tailors, etc.

AD245 Ad Campaign Development Who buys? Surprisingly perhaps, according to PMB, only 60% of people who buy mens underwear are men. 65% of heavy mens underwear purchasers (3+ pairs/year) are men. However, it is certain that men influence the purchases by the other 40% of mens underwear buyers – women. The older the man, the more likely it is that his wife is buying his underwear.

AD245 Ad Campaign Development What kind are they buying? Briefs still outsell any other style. However, boxers and athletic boxers are still showing strong growth, especially in department and specialty stores. Bikinis and fashionable European styles sell well in Quebec – fashion there is way ahead of the rest of Canada – and there is lots of competition from small, high end companies and European brands.

AD245 Ad Campaign Development What kind are they buying? Older men still tend to wear briefs and favour brands like Stanfields and Jockey. Brand names like Joe Boxer and Calvin Klein are popular with younger males, especially those that like to wear their pants so that the boxers are visible. And, younger men have become increasingly interested in sexy underwear – tighty whiteys just dont cut it on a date anymore!

AD245 Ad Campaign Development When do they buy? Underwear sales are fairly constant throughout the year. There are periods of increased sales during back-to-school and Christmas. Back-to-school increases are seen in the styles normally preferred by younger males. During Christmas, sales peak for all styles. Often multi-packs are developed specifically for these peak sales periods to give buyers greater value for their money and encourage loading.

AD245 Ad Campaign Development How Often do They Buy? Underwear is purchased on a rather infrequent basis, either as the need arises or as an impulse purchase when the consumer is in the store purchasing something else. Often underwear is purchased for the man as a gift from a their wife, mother, or girlfriend during the Christmas gift giving season or Fathers Day. Additionally, women may purchase value packs during the back-to-school season when they are shopping for their children.

AD245 Ad Campaign Development Marketing Objective During 2004: To strengthen Stanfields #1 in retail sales position within the mens underwear market by increasing sales by 9.5% to $14,720.0M (+$1,280.0M). To increase share of market from 13.5% to 15%. To reposition the Stanfields brand to a younger target group (M18-49 vs M50+)

AD245 Ad Campaign Development Marketing Strategy - Product To grow current Stanfields branded offerings with the addition of a seamless, Italian made mens fashion underwear line with a rich, luxurious feel, targeted toward the younger consumer, and sold on hangers. To maintain current packaging – value packs, upscale cardboard packaging for younger and premium brands and hangers for new, Italian made, seamless line.

AD245 Ad Campaign Development Marketing Strategy - Price To maintain Stanfields current price points on established product lines and introduce the new product line at a premium price, in line with that charged by competitors for similar products (ie. $20-25).

AD245 Ad Campaign Development Marketing Strategy - Place To continue to distribute Stanfields through major department and discount stores while building increasingly strong relationships with specialty stores and independent retailers. To gain increased, premium, shelf space within current retail outlets as well as prominent displays for new Italian line.

AD245 Ad Campaign Development Marketing Strategy - Promotions Within an overall budget of $1.5MM: To use a combination of advertising, sales promotions, and public relations, to attract new users and build brand preference among Men and secondarily, M18-24, while at the same time maintaining current users who are primarily M50+. To use a combination of direct marketing and magazine advertising to reach the trade.

AD245 Ad Campaign Development Communication Objectives/Strategies During 2004: To build 60% brand awareness and gain 40% acceptance of Stanfields as a viable purchase alternative, among Men , by communicating unique product attributes, informing the target of new line extensions. To use sales promotions to increase trial and induce purchase continuity. To support the launch of the new, seamless Italian made line by building 50% awareness among Men and encourage trial among 10%. Event marketing and consumer sales promotions will play a key role in the launch.

AD245 Ad Campaign Development Communication Objectives/Strategies To reach current Stanfields users through spill from the A25-49 campaign using creative that will enhance the brand image and not alienate this key consumer group. To use direct marketing and trade advertising to reach decision makers in key department and specialty stores to increase distribution of the new, seamless, Italian line.

AD245 Ad Campaign Development Media to be used: Consumer Out-of-Home 30-second television – Test – BC (Vancouver) 30-second radio – test – Alberta (Calgary & Edmonton) Tactical use of special interest magazines On line advertising/Viral Marketing Trade Direct mail Magazine ads