How Hanky Panky is Merging Innovation, AI, and Customer-Centricity

At eTail West, Sabrina Cherubini, SVP of Brand & Digital at Hanky Panky, shares how the heritage brand is evolving through AI, omnichannel expansion, and a deep commitment to women's needs.

Author

Mairi-Claire Tay
March 13, 2025

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Hanky Panky Logo

For nearly five decades, Hanky Panky has been a pioneer in intimate apparel, known for its signature lace thong, premium craftsmanship, and dedication to making women feel their best—not just look their best.

At eTail West, Sabrina Cherubini, SVP of Brand & Digital, reflected on how the brand is navigating an AI-driven retail landscape, omnichannel complexity, and shifting consumer behavior while staying true to its original mission.

"We were founded by two women who saw an industry designed for the male gaze. Our focus has always been on what women want for themselves—comfort, confidence, and quality," Cherubini explained.

After decades of wholesale dominance, Hanky Panky is now 50/50 between DTC and wholesale—a major evolution that’s reshaping how the company engages customers, optimizes marketing, and applies AI to drive efficiency.

AI as an Enabler, Not a Replacement

Cherubini made it clear: AI is here to enhance, not replace, the human touch.

"AI isn’t new—we’ve been using machine learning and personalization for years. But now, our focus is on AI efficiency—how do we remove manual tasks so our team can focus on where they add the most value?" she said.

Hanky Panky applies AI across three key areas:

✅ Customer Acquisition – AI refines audience targeting, ensuring personalized content reaches the right customers at the right time.
✅ Site Optimization – AI-driven recommendations help shoppers navigate 5,000+ SKUs, making size, fit, and product discovery easier.
✅ Customer Retention – AI streamlines service automation for order tracking and basic inquiries, while human agents focus on personalized concierge-level support.

"70% of women hate shopping for intimates. AI helps us remove friction, whether it's finding the right fit, tailoring product suggestions, or creating an easier checkout experience," Cherubini said.

But there’s a hard limit to automation. While AI now handles 50% of customer inquiries, the other 50% remains human-led, ensuring real conversations for high-value touchpoints—from postpartum fit concerns to event-driven purchases.

"People ask if AI is replacing our premium customer service team. Absolutely not. We’re just giving them more time to focus on real customer needs," Cherubini emphasized.

Beyond the Signature Thong: Innovation & Omnichannel Growth

While the signature lace thong remains iconic (selling one every 10 seconds), Hanky Panky’s future growth is rooted in category expansion and audience diversification.

🩱 New Categories: The brand is expanding into swimwear and leak-proof underwear, addressing real, often unspoken needs.
🎯 Retail & Digital Synergy: Pinterest is emerging as a powerful pre-conversion tool, helping brides curate wedding looks months in advance.
📲 Omnichannel Precision: TikTok drives top-of-funnel engagement, while retargeting strategies ensure cost-efficient conversions.

"You have to understand your audience’s journey—a TikTok viewer isn’t always an instant buyer, but they will convert later. That’s why omnichannel attribution is critical," Cherubini explained.

This balanced approach also helps mitigate rising paid media costs. Rather than over-investing in high-CPC platforms, Hanky Panky is prioritizing organic audience growth, email segmentation, and retention marketing to drive profitability over pure scale.

"For years, it was all about top-line growth. Now, it’s about sustainable, profitable growth—where every marketing dollar actually works," she said.

Leading with a Customer-Centric Strategy

Cherubini’s biggest advice for brands struggling to keep pace with tech and consumer shifts?

"Know where you're going. Too many brands get caught in the day-to-day performance trap, focusing only on comping last year’s numbers. You need a clear three-year roadmap—otherwise, you’re just reacting."

At Hanky Panky, customer understanding is at the core of every decision.

"If you put the customer at the center of your metrics, everything—merchandising, marketing, sales, finance—aligns more naturally. But if you only focus on ROAS and CPA, the bigger picture gets lost."

With its iconic product legacy, AI-driven efficiency, and a sharp focus on evolving consumer needs, Hanky Panky is proving that even heritage brands can innovate, scale, and stay deeply relevant in a rapidly changing market.

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