HanesBrands Extends Successful DreamWire Bra Innovation to Bali Brand to Address Consumers’ Top Bra Complaints
07 February 2020 - 2:39AM
Business Wire
New Bali DreamWire collection offers no poke, no dig comfort
with more coverage for full-figure women
The offering from Bali, the leading national brand in mid-tier
and department stores, builds on the success of Hanes DreamWire
T-shirt bra and Maidenform DreamWire push-up bra
HanesBrands is adding its successful DreamWire bra innovation
into its third brand with the launch of Bali One Smooth U DreamWire
collection that features no poke, no dig bra comfort.
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The new Bali DreamWire collection offers
"no poke, no dig comfort" with more coverage for full-figure women.
The offering from Bali, the leading national brand in mid-tier and
department stores, builds on the success of Hanes DreamWire T-shirt
bra and Maidenform DreamWire push-up bra. (Photo: Business
Wire)
The introduction of the Bali One Smooth U DreamWire collection
provides more coverage for full-figured women and uses DreamWire’s
encased and cushioned underwire that lies flat against the body to
provide comfortable support.
“Two of the top consumer bra complaints are related to the
discomfort caused by traditional underwire bras,” said Maria Teza,
HanesBrands’ vice president and general manager for bras, including
Bali intimate apparel. “We listened, and by expanding the DreamWire
technology to Bali, we’re providing our full-figured consumers with
an alternative that offers comfort without sacrificing support.
DreamWire comfort has been very popular with our Hanes T-shirt bras
and Maidenform pushup bras.”
The Bali One Smooth U DreamWire bras, which are now arriving at
major retailers, offer sizes up to 42DD. The addition of the
company’s smooth, silky fabric and fully adjustable stretch straps
designed to stay in place provide a clean sculpted look to fit each
woman’s unique body and eliminate ride-up.
Other benefits include a stitch-free neckline, all-around
smoothing and support, and touches of lace detail at the center
front and back for a feminine feel. The bras are offered in four
basic colors – white, nude, black and gloss (lavender) – and two
fashion colors – blue whimsy and blackberry jam.
Since HanesBrands introduced the DreamWire technology in its
Hanes and Maidenform brands in 2019, consumers have responded
positively.
Within the first six months of launch in June 2019, Hanes’ No
Poke No Pinch DreamWire T-shirt bra became one of the top-10
best-selling styles within the brand’s bra assortment. The
Maidenform Love the Lift DreamWire Push-Up bra become one of the
brand’s top-10 styles within the first few weeks after launching in
the fall of 2019.
“Building on the success of Hanes and Maidenform, Bali’s line
extension continues to deliver on the company’s Innovate to Elevate
strategy by providing imitate apparel that caters to the specific
needs of all women,” Teza said. “We are excited to provide
solution-driven technologies with styles made to create the perfect
combination of versatility, support and comfort.”
HanesBrands differentiates fit, feel and fabric features across
brands to cater to a wide range of consumers. The company’s
innovation strategy leverages the capabilities of its large-scale
global supply chain and brand strength to offer enhanced products
at an accessible price.
Bali One Smooth U DreamWire, which retails for $44, is available
nationwide in Kohl’s, Macy’s, JC Penney and other department
stores, as well as online at OneHanesPlace and Amazon.
Bali
Bali, America’s No. 1 national bra brand in the mid-tier and
department store channel, is a leading brand of bras, panties and
shapewear. Bali products can be found at leading retailers
nationwide and direct to consumers at www.onehanesplace.com.
HanesBrands
HanesBrands (NYSE: HBI) is a socially responsible leading
marketer of everyday basic innerwear and activewear apparel in the
Americas, Europe, Australia and Asia-Pacific. The company markets
T-shirts, bras, panties, shapewear, underwear, socks, hosiery, and
activewear 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. More
information about the company and its award-winning corporate
social responsibility initiatives may be found at
www.Hanes.com/corporate. Visit our newsroom at
https://newsroom.hanesbrands.com/. Connect with the company via
social media: Twitter (@hanesbrands), Facebook
(www.facebook.com/hanesbrandsinc), Instagram (@hanesbrands), and
LinkedIn (@Hanesbrandsinc).
View source
version on businesswire.com: https://www.businesswire.com/news/home/20200206005645/en/
Carole Crosslin: (336) 671-3704 (cell) or
carole.crosslin@hanes.com
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