Pantyhose Sales Sag, Trend Change with Drift to Casual
Category : Women Lifestyle, Women Fashion, Women Business
Pantyhose, once a staple in a career woman’s wardrobe, face a big snag that cannot be fixed with clear nail polish — more than a decade of declining sales. It wasn’t long ago that they were a staple in a career woman’s wardrobe.
At Hanesbrands, America’s leading seller of women’s sheer hosiery, the company has been straightforward with investors about the decline. Hanesbrands reported that sales are down nearly 70 percent since 1995. Women just aren’t wearing as much sheer hosiery these days. The company said it continues to work on product innovations and is trying to take advantage of current fashion trends, but admits there is little that can be done about the sales decline until the fashion pendulum swings back its way.
“The casualization of the workplace, it is not as strict as before,” said Romaine Sargent, vice president and general manager of marketing for hosiery at Hanesbrands. 
“Women have more options and some are choosing to wear sheer hosiery less.” The company says women ages 25 to 54 wear pantyhose an average of 1.8 times a week. That’s down from three and a half times a week one decade ago.
Shorts, Capri-style pants and even flip-flops are accepted in many offices. Plus, many women say pantyhose is tight, uncomfortable and one little run can ruin your whole day.
Nowadays, the trendsetters in many offices wear Capri-style pants, dress shorts, open toe sandals or even flip-flops. Hosiery sales at Hanesbrands totaled $290 million in fiscal 2006. That’s 68 percent lower than the $895 million in sales the company did in fiscal 1995.
“The traditional waist-high pantyhose garment thrived in the 1980s, it was at a peak,” said Sally Kay, president and chief executive of the Hosiery Association, a Charlotte-based trade organization. “But with the onset of the Internet in the ’90s, and the ability to work from home, that’s when we start to see sales decline.”
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