Marketing Panty Hose To Men

4781 Words20 Pages
Marketing Plan I. Executive Summary Manufacturers of panty hose have long recognized that there is a vast untapped market for their product: men seeking relief from wind and cold. However, panty hose manufacturers have been unable to tap directly into this market because of the stigma associated with men wearing what are considered women's undergarments. This research presents a strategy to openly market panty hose to men and take advantage of this opportunity. II. The Challenge Stockings and panty hose are traditionally thought of as fashion accessories used by women. However, these products do have other uses which have been successfully marketed by niche companies. For example, medical supply companies make stockings that are used for therapeutic wear by both men and women to combat embolism (McConnell, 1990). Departing from the clothing application altogether, a number of panty hose and stocking manufacturers contributed material to the military during the Gulf War where they were found to keep dust from penetrating gun mechanisms (D’Innocenzio, 1991). Both of these markets, however, are limited in scope and fall outside the purview of most hosiery manufacturers. Mainstream manufacturers have traditionally focused on expanding the market for women's products. Thus products that were once considered appropriate only for "innerwear" have recently become acceptable for "outerwear," a result of cultural shifts as well as marketing expertise (Gill, 1992). Nor is the idea of appealing to the other gender unique to companies contemplating marketing panty hose to men. One brand in particular, Jockey, has been successful at adding a women's line to its traditional male line (Jockey, 1989). III. Situation Analysis The market for men's panty hose is perceived to be active men engaged in outdoor activities in cold climates.

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