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. To get the creativity message across, two ads feature eclectically decorated “mannequins” designed by women artists. In one, a model with a topiary torso is dressed in foliage and tights. Copy reads, “Dressing is an art.
Give your creative spirit L’eggs.”
The ads use the L’eggs tagline, “Nothing beats a great pair of L’eggs” –the first time it has been extended to L’eggswear.
“We’re making a conscious effort to unite L’eggswear with all of our advertising,” Gentry said.
The executions will run as consecutive half-page verticals in November issues of 17 magazines, spanning fashion/beauty, women’s service, health/fitness and entertainment categories. The creative then sits out for the remainder of the year, picking up again in early 1999 to fold in executions for L’eggswear’s new casual and active sock lines, which are set to hit the market at that time.
Packaging and retail displays are being upgraded to include more contemporary fashion photography. Larger on-pack size indicators and new color-coded bands aim to help shoppers identify styles of products that fall under L’eggswear’s Lights, Textured, Silky, Body Shaping and Fashion lines.
With a 31 percent market share, L’eggswear leads the casual hosiery category, according to Information Resources data.