In 2019 Hanky Panky launched the 3 for $48 program to serve as an entry point to new customers and attracted a younger audience. The line was so well received by both DTC and retail customers that the program expanded in 2022 to include new fabrications and silhouettes. To kick off the new fabrication PlayStretch, my team developed the concept of the 3 Fâs: Fabric, Function, and Feeling. Each fabrication has a differentiation attribute that makes this program attractive to a wide variety of customers. The Mix + Match nature of the program encourages customers to try new styles and colors.
To support the launch of the new campaign and fabrication, Hanky Panky PlayStretch, I designed a series of email newsletters. Each newsletter focuses on either a specific fabrication or the Fabric, Fit, Feeling concept.
