Expanding the Reach of Style and Comfort

About

In 1977, designer Gale Epstein created a handmade lingerie set for her friend, Lida Orzeck, crafted out of embroidered handkerchiefs. The original designs wowed retailers and industry experts and were the inspiration for the company name, Hanky Panky. In 1986, Hanky Panky introduced the one-size lace World’s Most Comfortable Thong®, which was later featured on the front page of the Wall Street Journal. Their unique and comfortable stretch lace lingerie is beloved by generations of celebrities, stylists, magazine editors, and everyday woman alike. However, there were still potential customers who had yet to try Hanky Panky.

Challenge

Competition from commodity products and cheap lace knock-offs and a lack of brand awareness hindered online growth from new customers.

Solution

NetElixir helped Hanky Panky understand their potential customer’s desires and their retail market by mapping out a multi-device, multi-channel customer journey, leading to clear, actionable insights. The result: strong YOY growth that strengthened existing markets, such as California and New York, and also explored direct retail sales to international markets such as Canada. Collectively, this led to new audiences discovering what others have known for decades: Hanky Panky is THE source for the World’s Most Comfortable Thong® and lingerie!