Pantyhose sales have been dropping for 15 years, thanks to leg tanner, open-toed shoes, and more casual dress codes. Are things turning around? Sales have stabilized, and now hosiery giant L’eggs, a division of Hanesbrands, has launched its first TV ad in nearly 15 years.
The new ad first ran in the spring and is now back as part of an even bigger campaign for autumn, traditionally an important season for hosiery. The brand wants to introduce pantyhose to young women who were toddlers when L’eggs last advertised on television. Novelty hosiery in wild colors and textures are doing pretty well among younger consumers but sheer pantyhose is L'Eggs' game.