One of the things that Hanes determined during interviews with retail executives was that the best way to achieve broad-scale distribution on L’eggs would be to merchandise the product on a freestanding display. The result was a display unit that tied the entire merchandising program together. The original L’eggs display was a tall, round unit that took up about two square feet of floor space. It was designed in such a way that it would hold only the L’eggs egg-shaped packaging. It was so tall that it was typically visible from all over the store, regardless of where it was placed. It was so narrow that most retailers found it easy to make room for.
The L’eggs display was designed as the final link in the name/package/ display entity, providing a distinctiveness and uniqueness that would immediately set L’eggs apart from the jungle of other hosiery products. The display was also designed to provide a proprietary home that could not be encroached upon by other brands. The objective was for L’eggs to be placed in key traffic locations where it could be instantly identified by the majority of customers who shopped in the store.
This display strategy was intended to provide L’eggs with a powerful advantage. Most brands in any category work diligently to achieve such an impact for brief periods of time, but they rarely succeed. The L’eggs goal was to achieve this high-impact, off-shelf presence on a permanent basis.