Needham Gives L'eggswear A New Look

Sara Lee Hosiery will reposition its L’eggswear brand of casual tights and socks as a woman’s creative muse–a bid supported by revamped packaging and collateral, a retail brochure and the brand’s first advertising in four years.
The new creative direction stems from research done with women, who said casual legwear allows them to express creativity through the way they dress, said brand manager Dudley Gentry. The brand was previously pitched as a functional alternative to the sheer hosiery corporate uniform.
An estimated $3-5 million print blitz from DDB Needham Chicago will support the brand in November.