For many years, Wrangler almost exclusively sold its products through wholesale accounts like Walmart and Kohls. Men ages 52 and up comprise our largest customer base, and while we recognize and appreciate the value of their loyalty, we also acknowledge the importance of rebuilding our brand to expand the Wrangler appeal.
With a mission to onboard a new generation of loyal customers, my direct-to-consumer (DTC) team—in collaboration with the Wrangler Brand team—launched the Wrangler ICONS™ collection.
Through this new product line, our fashion designers and merchandisers took style cues from Wrangler’s rich past and infused them with a modern sensibility.
Creative Direction and Style Guide provided by Wrangler Europe
Mock-Up and Presentation using Sketch and InVision
While Wrangler collaborates with other brands from ModCloth and Urban Outfitters to Vans, Wrangler ICONS™ is a critical part of our long-term mission and strategy because ICONS is an exclusive Wrangler product line.
To bring this product line to market, our Brand team led the charge on coordinating efforts with Wrangler’s European (EMEA) team. After the EMEA team provided the style guide, photography, and video assets, we executed all digital and in-store marketing. We also supported a pop-up shop in Austin, TX.
Monetate Part 1: Found a carousel in our CDN and used it to build the Monetate action
Monetate Part 2: From an ICONS product page, inspecting the Monetate action through dev tools
Flight case props being made for the store windows
Final windows in our Denver store
Desktop and Mobile Landing Page, Tablet Email Sign-Up Form, and Laptop Landing Page Jackets Section
The Brand team lead us through the style guide, photography, and a rough cut of the video for the campaign. They laid the foundation for how we were going to communicate the message. It was up to us to figure out how to package it and deliver it to our customers. We formed new bonds as a team and successfully launched a campaign that saw immediate impact over the first three weeks with improved AOV (average order value) and "brand heat". The customer feedback around our fit details and wash stories has been encouraging. In future campaigns, we will continue to push for enhanced details to share with our customers.