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Hanesbrands Inc SWOT & PESTLE Analysis

ID : 52685353| Feb 2021| 11 pages

COMPANY PROFILE -Hanesbrands Inc

Business Sector :Apparel

Operating Geography :North America, Global

About Hanesbrands Inc :

Hanesbrands Inc is an American clothing company. It manufactures and markets leading everyday basic apparel under world’s strongest apparel brands in America, Europe, Asia, Australia and South Africa. It includes both national and dominant regional brands. It is the world’s largest marketer of basic apparel. Its offerings include bras, panties, shapewear, sheer hosiery, men's underwear, children's underwear, socks, T-shirts, sweatshirts, fleece and other activewear. It is the largest seller of intimate apparel, male underwear, socks, shapewear, hosiery and T-shirts in the United States. It was founded in 1901 and enjoys a high brand recognition. It is headquartered in Winston-Salem, N.C and provides its products in more than 40 countries. It employs around 63,000 as of early 2020. This American apparel maker’s Sell More, Spend Less and Make Acquisitions strategies are fuelling growth and creating value for their shareholders, consumers, retailers, employees and communities.

Hanesbrands is a diverse, global apparel company that encompasses a portfolio of profitable businesses under some of the world’s strongest apparel brands, including Hanes, Champion, Bonds, Maidenform, DIM, Bali, Playtex, Bras N Things, Nur Die/Nur Der, Alternative, L’eggs, JMS/Just My Size, Lovable, Wonderbra, Berlei and Gear for Sports.

Hanesbrands USP or unique selling proposition lies in being the world’s largest marketer of basic apparel. The Company features under S&P 500 and also ranked 490 on the Fortune 500 list. Hanesbrands’ Vision is "To be the leading apparel essentials company in the world." Hanesbrands’ Mission Statement reads "Delivering superior returns to our shareholders by leveraging our strong brands, innovative products, low-cost operating structure and optimized cash flow to build leading share across brick & mortar and digital channels" The most important strategy is Sell More, Spend Less and Make Acquisitions. Hanes operates its own manufacturing facilities and has more than 90% of the apparel units, which are sold worldwide and in US, manufactured in its own plants or those of dedicated contractors. This gives Hanes an upper hand in ensuring the quality and also gives Hanes more control on the products.

Hanesbrands Inc Revenue :

$6.96 billion – FY ending 28 December 2019
$6.80 billion – FY ending 29 December 2018

Competitive Analysis of Hanesbrands Inc


Hanesbrands Inc. is a leading marketer of everyday basic innerwear and active-wear apparel. Hanes is the biggest and internationally acknowledged brand in the Hanesbrands Inc portfolio. Hanes is the number one selling apparel brand in the United States and is found in nine out of 10 U.S. households. This USA based, apparel making titan, covers a wide range of product categories suitable for men, women, and children, distributed across mass merchandise retailers, e-commerce sites, discount stores, and department stores. Comfort, style, and value are core competencies of the brand that supplement with a competitive advantage over its adversaries. The SWOT report dwells upon all the pertinent internal strategic factors of Hanesbrands Inc that contribute to the trajectory growth of the company. The SWOT Analysis of Hanesbrands Inc Company manifests the company's current major strengths and opportunities from its external environment that can be consolidated to further strengthen the company. The report also bestows intelligence on Hanesbrands Inc's internal weaknesses and external threats that can cripple its growth.

Hanesbrands' performance is better than its competitors from apparel industry due to its impeccable strengths that include a wide portfolio of profitable businesses under globally renowned brands, Deep history of innovation, product superiority, brand recognition, industry-leading innovation, low-cost global supply chain, high value for products, low production costs etc. Yet, Hanesbrands Inc.'s key weakness is its large dependency on very few prime customers, like Walmart and target for a significant portion of their businesses. A loss of or material reduction in sales to any of their prime customers would lead to an unfavorable effect on Hanesbrands business, operations, economic condition, and cash flows.

However, factors like business diversification, expansion of product line, and targeting emerging markets like India and Africa are the most relevant growth opportunities that could be incorporated by Hanesbrands to further strengthen the company. Highly competitive industry, rapidly evolving market, steadily transforming fashion trends, and availability of cheap duplicate products are major business threats to the company.

The SWOT analysis for Hanesbrands is presented below in a matrix followed by the detailed analysis report:

1. Strong and innovative brand portfolio
2. Great supply chain and regional infrastructure
3. Great operational discipline through continuous improvement
4. Resilient business model focused at driving strong cash flows
5. Successful innovate-to-elevate strategy
6. Acquisition accretion driving earnings growth
1. Heavy dependence on a limited number of customers
2. Dependence on limited third-party suppliers or manufacturers
1. Growth in global activewear market
2. Heavily branded global Innerwear market
3. Replenishment business generates strong cash flows

1. Basic apparel industry – an increasingly competitive business
2. Shifts in retail consumer purchasing patterns
3. Fluctuations in the price of raw materials
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Detailed SWOT Analysis of Hanesbrands Inc


1. Strong and innovative brand portfolio: Hanesbrands has got multiple world-class brands under it which gives it a strong consumer franchise. Having a global portfolio of leading brands helps Hanesbrands to attract and retain customers providing them the ultimate value. HanesBrands is heavily-branded and hence is consistently repurchased over time. It owns almost all #1 or #2 brands around the world. The strong brand equities have been there for ages and span across generations. Hanesbrands also has the expertise in managing share-leading brands. This huge brand power remains the core strength of Hanesbrands. Hanes is the largest and most widely recognized in its brand portfolio. Champion is the second largest brand, from this leading American clothing-company’s stable, and is well known for its authentic style and performance. Some other notable brands include The Bonds, DIM, Maidenform, Lovable, Bras N Things, Alternative, Just My Size, Wonderbra, Berlei and many more.

2. Great supply chain and regional infrastructure: Having a global supply chain gives Hanesbrands a competitive advantage. It helps in low cost manufacturing and the economies of scale extends to all global functions like IT, procurement and research and development. Hanesbrands also benefits from synergies of acquisitions. The regional infrastructure helps in bringing innovation to market at right price points and margin structure. This also benefits in low capital intensity and increasing cash flow generation. It also leverages its supply chain and global scale to expand the operating margins. It wishes to approach $900 million operating cashflow in 2020. The ultimate goal of global supply chain is to operate low cost network, support all leading brands, enable innovations at scale and expand the acquisition value.

The remaining section of “Strength” is available only in the 'Complete Report' on purchase.


This section is available only in the 'Complete Report' on purchase.


This section is available only in the 'Complete Report' on purchase.


This section is available only in the 'Complete Report' on purchase.

Major Competitors :

  • Nike
  • Adidas
  • Under Armour
  • MACK

Major Brands :

  • Hanes ,
  • Champion
  • Playtex
  • Bali
  • Maidenform
  • Wonderbra
  • Gear for Sports
  • DIM
  • Rinbros
  • Ritmo
SWOT & PESTLE (combined)
Complete Report
USD 27
  • with PayPal
  • with Debit/Credit card
Great quality, Affordable pricing.
Safe and secure payments
This is a custom report and will be delivered to your email inbox within 2 business days from purchase.

Check Out Analysis of Other Relevant Companies

The Hanesbrands Inc SWOT and PESTLE Analysis report will offer the following:
  • The SWOT and PESTLE analysis report offers a quick glimpse into the internal and external factors formerly in a matrix format, followed by a detailed analysis
  • The SWOT analysis of Hanesbrands Inc highlights the company's prevalent internal Strengths and Weaknesses, external Opportunities and Threats.
  • Gain competitive intelligence about Hanesbrands business and Key competitive advantages the Company enjoys in the US and global market
  • The PESTLE/ PESTEL/ STEEPL Analysis tracks key industry trends of the external environment for political, economic, social, technological, legal, and environmental factors.
  • Renders holistic information about Hanesbrands Inc’s mergers and acquisitions, strategic partnerships and alliances, capital raising, market value, market segmentation, and equity transactions, consented with deal valuations and the synergies that were achieved with them.
  • Penetrations into Hanesbrands Inc’s business diversification, extracting its key business segments and elaborate upon its business case study
  • Cognizance of current trends of the apparel industry and its influences on the Hanesbrands company
  • A comprehensive company analysis to gain knowledge about company information, company profile, business model, business plans and marketing strategy
  • Evaluation of Hanesbrands Inc’s USP or unique selling proposition, mission statement, and vision statement
  • Outline of Hanesbrands Inc 's business model, business case study along with a peek into the company’s key performance indicators, value proposition, and success factors.
References used in Hanesbrands Inc Analysis Report

1. Goldman Sachs Global Retailing Conference September 2019 -
2. Form 10-K for the Fiscal Year Ended December 28, 2019 -
3. Environmental Responsibility -
4. HanesBrands producing medical gowns in addition to cloth face coverings during COVID-19 pandemic -
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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In-text: (SWOT &, 2021)

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Hanesbrands Inc SWOT & PESTLE analysis has been conducted by Sushree Lasyamayee and reviewed by senior analysts from Barakaat Consulting.

Copyright of Hanesbrands Inc SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions and Disclaimer for usage guidelines.

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