Magazine article Marketing

Wrangler Goes All out for No 1

Magazine article Marketing

Wrangler Goes All out for No 1

Article excerpt

Wrangler this week unveils a new marketing strategy aimed at doubling its turnover within two years and ultimately toppling Levi's from leadership of the |pounds~1.2bn UK jeans market.

The strategy is to reclaim Wrangler's heritage as "The Authentic Western Jean". It is backed with a |pounds~3m budget, the biggest in Wrangler's history, split equally between above and below-the-line.

"We have been simply an alternative to Levi's for years," says Wrangler's marketing director Mike Taylor, "but in the 90s people are tired of all that fashion glitz. They want honest, open, realistic products.

"Our product quality is as good if not better than Levi's, our relationship with the trade is better, and recently they have lost a couple of share points. I believe that they are ripe for the taking."

A heavyweight national TV campaign, created by TBWA, breaks this week. The ad, based on the film City Slickers, defies the conventions of jeans marketing by positioning Wrangler as regular casual wear for a 16 to 35 year-old target group, much wider than the normal style-conscious teenager. …

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