Once and awhile you come across a brand that has your back. They identify market niches, justify them across consumer profiles and anoint product categories to position them for fashion relevance. Hanky Panky is a prime example. Ubiquitous proprietors of a very fluid underpinning business they have been on the forefront of seismic shifts in the panty category since their birth 35 years ago. They are acutely tuned into the customer’s perspective as trends evolve. This time it’s the rise of the brief business.
I am a French hi cut, hi-rise girl myself. But for years, my choices have been very limited; a tight handed Jockey and a brief encounter with Victoria Secret before they turned their attention away from everyday essentials. So, I have been happily watching this category for the past year as its temperature continues to rise. About the same time it became pervasive in the swimwear market, and ahead of the market curve, Hanky Panky began its penetration of underwear shapes with full back coverage. Now, they have created a merchandising mecca with key item potential begging for bottom line responsibility. The options available in multiple fabrications are defined by subtle design details that take a classic shape to a whole new level of style. These are not your granny’s panties.
“Who’s Got Your Back” ~Keith Ferrazzi
