Hanes 2

Hanes is a clothing brand, famous for their undergarments, specifically their underwear. It has lines for men and for women and creates ads that appeal to both. In these ads, Hanes advertises its underwear line Comfort Soft, The ad geared towards men stars famous basketball player Michael Jordan. The ad geared towards women shows dancers gracefully dancing and posing at a photo shoot. The depictions in the ad are different in music, color, and tone, among other things. Essentially, however, Hanes is selling the exact same product to men and women – cotton underwear.
In her study, Grohmann finds that androgynous brands – those high in masculinity and femininity – are not salient. Thus, while Hanes appeals to men and women, is it not an androgynous brand?