Hanesbrands Advances Digital Transformation With New Automation and AI Capabilities

 Hanesbrands Advances Digital Transformation With New Automation and AI Capabilities


Hanesbrands owns several clothing brands, including Hanes, Playtex, Bali, L’eggs, Just My Size, Barely There, Wonderbra, Maidenform, Berlei, and Bonds.

Apparel manufacturer Hanesbrands is further optimizing its operations as part of its digital transformation by improving its product lifecycle processes and accelerating its time to market to increase long-term profitability.

To do so, the company has expanded its partnership with tech company Wipro Limited. The initial collaboration allowed Hanesbrands to tap into a cloud roadmap to integrate its business functions. Now, the company gains access to application management, cybersecurity, intelligent automation, and artificial intelligence capabilities. 

Subra Goparaju, SVP and CIO of Hanesbrands, said the company’s systems transformation integrates the latest technology — part of its goal of becoming a digital- and data-driven enterprise with an eye toward long-term growth and profitability. 

The expanded assistance in navigating complex tech-driven transformations, said Goparaju, will help Hanesbrands drive better value for its consumers.

This isn’t the company’s first foray into AI-powered operations. Within its workforce, Hanesbrands has implemented an intelligent gen AI tool to answer “complex supply chain questions,” accessible to all HanesBrands associates. The information can be communicated via email, storyboards, or data snippets.

The technology investments are the latest developments in the company’s enterprise-wide digital transformation, which has thus far included supply chain automation, elevated payment architectures, a new ERP and trade promotion strategies, and more.

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Fallon Wolken

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