Social Initiative Aims to Empower a New Generation of Women Helping Women
WINSTON-SALEM, N.C.--(BUSINESS WIRE)--L’eggs, the iconic hosiery brand, has partnered with Dress for
Success to launch its new campaign, Walk Tall, on Giving Tuesday.
The one-day global event builds on the energy of Black Friday and Cyber
Monday to encourage consumers to give a gift to charitable organizations
during the holiday season.
The L’eggs Walk Tall campaign combines the brand’s heritage as a
workwear staple with modern messaging to inspire women to support each
other in the workplace. L’eggs will dedicate all its paid media
on Giving Tuesday to drive donations to Dress for Success, whose mission
is to empower women to achieve economic independence by providing a
network of support, professional attire and the development tools to
help women thrive in work and in life.
“L’eggs and Dress for Success have both played an integral role
in supporting women in the workforce,” said Tricia Bouras, vice
president & general manager for HanesBrands. “We hope this campaign
drives awareness of L’eggs and Dress for Success among a new
generation of women – and inspires them to ‘walk tall’ in their careers
and work together to help each other be successful.”
The brand’s mission to connect Dress for Success with a new generation
of women stemmed from the nonprofit sharing a desire to empower and
connect more women in the early stages of their careers.
To gather insights about how women of different generations view the
connection between confidence and workplace attire, L’eggs
partnered with
Frank
About Women
, a marketing-to-women consultancy, to survey1
more than 400 women age 22–59. Survey findings showed that younger women
feel the greatest pressure when it comes to their professional
appearance. Three out of four women feel that having a mentor is
important to them, especially if it allows women to boost one another up
— validating the importance of Dress for Success’s mission, especially
among millennial women.
L’eggs
/Frank About Women Survey Findings:
-
Most women agree that there are expectations about how to dress at
work.
-
This is strongest among women under age 30, with 71 percent
agreeing.
-
Younger women feel the greatest pressure attached to their
appearance in the workplace.
-
70 percent of women under age 30 feel pressured to dress a certain
way based on how their colleagues dress and act. With each
generation surveyed, that pressure decreases.
-
Two out of three women ages 22–29 agree that “Dressing the part”
helps boost their confidence, compared to just half of women
surveyed, age 50 and older.
-
Having a female mentor is important to women of all ages.
-
77 percent of women ages 22–59 feel that having a mentor and a
professional sisterhood is important to them, especially if it
allows women to boost one another up.
"We’re so excited to be launching the Walk Talk campaign
with L’eggs on Giving Tuesday this year,” said Joi Gordon, CEO of
Dress for Success Worldwide. “Its support drives forward our mission to
empower more women around the world to achieve lifelong
self-sufficiency. A donation of just $20 allows us to provide a woman
with a career-counseling session that will help her gain the confidence
to Walk Tall into a job interview.”
Individual monetary donations of $20 or more are proven to have an
extensive impact on the 1 million women served at Dress for Success to
date:
-
$50 provides resources and training to help her prepare for her first
job interview.
-
$100 provides her the experience of her first “suiting,” complete with
a personal shopper.
-
$500 provides her with access to workforce development programs to
help get her hired.
-
$1,000 provides her with lifelong learning programs to encourage
better money management and civic engagement.
The Walk Tall campaign will launch in the social space and
include influencer-created content that inspires professional mentorship
and success. The Giving Tuesday partnership will feature influencer
Janelle Lloyd of @WaitYouNeedThis and her experience styling two Dress
for Success Ambassadors.
“Dress for Success has spent two decades bringing like-minded women
together to develop the tools and style to pursue the careers of their
dreams. If you want to see more women running things in the workplace,
DFS is the perfect organization to support,” said Lloyd. “The future is
female, after all!”
To make a donation to Dress for Success, please visit www.dressforsuccess.org/walktall.
And to join the Walk Tall conversation, use the hashtag
#WalkTallWithLeggs and follow L’eggs on Facebook (www.facebook.com/leggsbrand)
and Instagram (www.instagram.com/leggsbrand).
About Hanesbrands Inc.
HanesBrands (NYSE: HBI) is a socially responsible leading marketer of
everyday basic innerwear and activewear apparel in the Americas, Europe,
Australia and Asia-Pacific. The company markets T-shirts, bras, panties,
shapewear, underwear, socks, hosiery, and activewear under some of the
world’s strongest apparel brands, including Hanes, Champion,
Maidenform, DIM, Bali, Playtex, Bonds, JMS/Just
My Size, Nur Die/Nur Der, L’eggs, Lovable, Wonderbra,
Berlei, and Gear for Sports. More information about the
company and its award-winning corporate social responsibility
initiatives may be found at www.Hanes.com/corporate.
Connect with HanesBrands via social media on Twitter (@hanesbrands)
and Facebook (www.facebook.com/hanesbrandsinc).
About L’eggs:
Founded in 1901, L’eggs was the first hosiery brand to gain national
distribution in food, drug and mass retail stores. The L’eggs hosiery
assortment includes sheer lines, such as Sheer Energy and Silken Mist,
both favorites among consumers wanting a silky, bare-legged look, as
well as tights, knee highs, socks, and foot covers in a variety of
colors and textures. L’eggs is owned by HanesBrands (NYSE:HBI). For
additional information, visit www.leggs.com.
Connect with L’eggs via social media on Twitter and Instagram (@leggsbrand) and
Facebook (www.facebook.com/leggsbrand).
About Dress for Success
Dress for Success is an international not-for-profit organization that
empowers women to achieve economic independence by providing a network
of support, professional attire and the development tools to help women
thrive in work and in life. Since starting operations in 1997, Dress for
Success has expanded to almost 160 cities in 28 countries. To date,
Dress for Success has helped over 1,000,000 women work toward
self-sufficiency. Visit www.dressforsuccess.org
to learn more.
1
Frank About Women surveyed 405 women ages
22–59 of varying ethnicities (White/Caucasian, Black/African, Hispanic
or Latino, Native American or American Indian, Asian/Pacific Islander
and other) over the course of two days in November 2017 about their
workplace dress code, their daily routine and how their wardrobe choices
affect their mood and confidence.
