Hanes Beefy-T Goes Tagless

March 18, 2010

Hanes Imagewear, Winston-Salem, N.C., recently announced that it is transitioning its Hanes Beefy-T T-shirt line to a tag-free neck label in 2010.

"Hanes is on a mission to make the world a more comfortable place," says John Marsh, senior vice president and general manager, Hanes Imagewear. "Now is the time for the decorated apparel industry to embrace tagless T-shirts in a big and exciting way."

According to company research, when asked to describe their perfect T-shirt, consumers list "tag-free" second in priority to "soft." Moreover, the company says graphic T-shirt wearers also preferred tagless T-shirts to tagged T-shirts.

Hanes says consumers have previously described tags as itchy, scratchy, irritating and distracting. This has been one of the motivating factors in Beefy-T going tagless. "Not only does a Hanes Tagless T-shirt deliver what consumers want, [but] it also gives everyone a chance to talk about something new and innovative in our category," Marsh says.

Hanes introduced the Tagless Beefy-T and its "Destination Tagless" campaign during decorated apparel industry trade shows in January. The company says it intends to expand the theme throughout the year with advertising promotions and other creative programs.

Shipments of the Tagless Hanes Beefy-T through the wholesale channel are underway, and Hanes Imagewear expects the transition to be complete by spring.

For more information, visit hanesbullseye.com. — J.L.

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