How to Sell Men's Underwear
Selling men's underwear can be a challenge. While women's underwear can be often sold by appealing to sexual attraction or by presenting underwear as a fashion accessory, this is not the case for men's underwear. As a result, manufacturers have taken many novel approaches, some controversial. Does this Spark an idea?
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Instructions
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Selling men's underwear
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Use male celebrities. A successful campaign for Hanes underwear in the United States uses a series of ads featuring retired basketball star Michael Jordan. He often appears with other male models in the ads.
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Use scantily clad women. JBS underwear designed a series of ads featuring not men, but women. The premise behind the ads is that most men do not want to look at other men wearing underwear. In one series of ads, the women were wearing the men's underwear. In another series, the women were fondling the underwear.
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Use offensive stereotypes. In another ad campaign not seen in the United States, Hanes used a series of ads promoting their tagless underwear with the slogan "Because the World Gives You Enough Labels." The ads feature a man dragging a figure labeled with a number of slurs associated with a particular stereotype -- against homosexuals, black people and people from Pakistan.
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Tips & Warnings
Creativity can generate attention to your ads, which could spark higher sales. Celebrities and models who are in good physical shape can show off the product to its best advantage.
Controversial approaches could put off large numbers of potential buyers. In addition, the ads may be censored as being too explicit or inflammatory.
