Live Talk: How Hanes Turns Speed into ROI with Virtual-First Design

In this Live Talk session, Kiele Lowe, VP of Product at Browzwear, sat down with Tabitha Chilton, Senior Product Development Manager at Hanesbrands, to explore how a heritage brand known for craftsmanship is embracing digital product creation to deliver faster, more sustainable results.Rooted in Winston-Salem’s long manufacturing history, Tabitha brings a generational perspective on how trusted apparel brands evolve through technology. Her team’s shift toward a virtual-first, physical-second workflow has transformed how Hanes designs, collaborates, and makes fit decisions.

Here's a breakdown of key takeaways from the session.

Moving from Physical to Virtual-First

The transition began with a question: how could Hanes speed up development while maintaining the precision its customers expect? The answer lay in combining collaboration, sustainability, and innovation through a digital product creation process.

“We treat 3D as our first fit, and the physical as our second. That shift has increased our approval rates and given our teams more confidence in every sample,” Tabitha explained.

By integrating Browzwear, Hanes empowered pattern engineers, product developers, and creative designers to work together in real time, seeing adjustments instantly and aligning on fit before the first physical prototype is even made.

What the Process Looks Like

Today, Hanes teams meet around a screen instead of a lightbox. Digital twins are used to review virtual fits, test print placements, and make updates on the spot.

“Using Browzwear has given us the accuracy to look at all the foundational elements we’ve built as a team and see them come to life in 3D.”

When physical samples arrive, the team compares them side-by-side with their virtual twins to validate accuracy.

“Due to our 3D virtual twin closely replicating our physical garment on body, we are able to make accurate decisions in real time such as aesthetic details, ease of garment, and style specific needs like necklines and body lengths.”

In one project, digital previews of prints and colorways replaced weeks of back-and-forth sampling, allowing faster buyer approvals and reducing unnecessary iterations.

“Being able to see those iterations live like neckline adjustments, length changes, print updates, means the team knows exactly what to expect before the first physical round.”

 

Measurable ROI and Efficiency

The impact has been clear:

• High first-fit approval rates

• Fewer sample rounds and lower material costs

• Shorter calendars from design to production

• Stronger team confidence and collaboration

“Everything is speed, speed, speed, but the real win is doing it efficiently and effectively.”

This new approach demonstrates that trusted, accurate virtual fit isn’t just a design advantage, it’s a measurable business driver.

Sustainability and Skill-Building

Reducing sample rounds directly supports Hanes’ sustainability commitments while strengthening digital skill sets across teams.

“Confidence is key. The more we trust what we’re seeing in the virtual fit, the faster we move, and the fewer samples we waste.”

By investing in people, technology, and precision, Hanes continues to set a benchmark for scalable, sustainable, and efficient digital product creation.

What's Next?

Looking ahead, Hanes plans to expand its virtual workflows into marketing and e-commerce, exploring how AI and real-time visualization can enhance consumer experiences and further bridge the physical and digital worlds.

“We’re in a forever-changing world,” Tabitha reflected. “I’m excited about what’s to come.”