Penti: Like none pantyhose, like none

Underwear brand Penti reinvigorated the thin pantyhose market in Turkey by highlighting the product's comfort factor.

Where were we?

Penti was the leader in the underwear and hosiery category and a brand that women loved very much. The situation was the same in the product category that would be the subject of the campaign, thin pantyhose. According to 2021 Euromonitor research, Penti dominated the market in every category with a 74% penetration rate in thin pantyhose, a 30.92% market share in the hosiery category, and 96% brand awareness in thin pantyhose according to the Usage and Attitude Survey conducted by Argus Growth Agency in 2021. Immediately after the pandemic periods, the habit of comfortable dressing at...

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