EXPERIENCING WRANGLER

So far, we learned something about Wranglers heritage, their main products and their branding strategy. But what really describes the Wrangler brand? What is it that makes customers repeatedly buy their favorite denim jeans? And what is it that keeps the brand alive?

In order to have a look at why customers decide to go for the name WRANGLER when shopping for jeans, we will have a closer look at the brand.

"A Brand is a complex symbol. It is the intangible sum of a product's attributes, its name, packaging and price, its history, reputation, and the way it's advertised. A brand is also defined by consumer's impression of people who use it, as well as their own experience." David Ogilvy

These experiences people have and make of brands are divided into internal and external experiences as can be seen in the following figure of the identity prism model. The model consists of external facets, namely the brand physique, the relationship mode and the customer reflected image, and of internal facets, namely the brand personality, culture of the brand and the customer self-concept.

The typical Wrangler customer, as illustrated in the identity prism, wants to live the American way of life. He either is or strives to be a Cowboy and does so by wearing a pair of Wrangler jeans. By picking this kind of jeans customers of Wrangler lie their trust in the quality of the products and value the authenticity of the brand. This is what makes Wrangler customers addicted to their denim, but what about you? Is Wrangler already on you?

  

Read more:

http://www.wrangler.com/wps/wcm/connect/wrangler-en_us/about_us/history/

http://www.slideshare.net/nitin59/kapferer-model-brand-identity-prism-presentation

13MWZ - THE CODE FOR REAL COWBOYS

Our jeans addiction manifests itself in different shapes, sizes, colors, and washings, and addresses different needs of each individual. While some jeans brands focus on being constantly up to date and trendy, others dwell on their heritage and stay true to their roots. Wrangler combines both of these approaches and remains true to the brand's Western roots while still offering new, modern and fashionable products.

Wrangler designed and tested twelve different pairs of prototype jeans until introducing the thirteenth one, the Wrangler 13MWZ, to the American consumers in 1947. Designed by celebrity tailor Rodeo Ben, the first Wrangler jeans ever was designed to meet the needs of cowboys. It was not a coincidence that the professional rodeo cowboys Jim Shoulders, Bill Linderman and Freckles Brown wear-tested the 13MWZ and were the first celebrities to endorse the Wrangler name for durability, quality and authenticity. Since then the 13MWZ is the official jeans of the Pro Rodeo Cowboys Association and has become a true Western classic! 

Until today, the 13MWZ is still available worldwide and has remained much the same since its introduction. With its classic five pocket format, Wranglers 13MWZ thrives on the cowboy aesthetic and the preservation of the American legacy. Made for heavy duty use, the jeans is made out of 100% cotton heavyweight to keep it extra durable and make them last a long time. Rivets on all the pockets, double stitching on seams, extra wide belt loops, a higher rise waist and high back pockets make these the ideal rough and tumble jeans.

Since these American classics have been around since the 1940s, you know they’ve got to be good! So give it a try and remember: jeans are already on you...

Read more: 

http://wranglerwestern.wrangler.com/Home#hgm2_7

http://www.wrangler.com/wps/wcm/connect/wrangler-en_us/about_us/history/

http://www.bigrstore.com/blog/view/1078
     

Photos:
http://www.langstons.com/100606.html

BRANDING WRANGLER

Since the launch of its very first jeans, Wrangler has transmitted the virus of jeans addiction to people all over the world. The13MWZ style, introduced in 1947, is still available worldwide. In addition to this, Wrangler has introduced several other lines that are more designated towards specific groups or demographics. 

All brands of Wrangler.

Through this brand expansion Wrangler explored new markets and started to introduce its brand to other target groups, apart from rodeo and western wear. However, Wrangler always stays true to its heritage and builds its advertising campaigns upon its american roots while giving them a modern and powerful expression. In 2000, for example, Wrangler launched a TV ad campaign called "Whatever you ride", focusing on core brand values: "Riding is what Wrangler jeans were designed for, and the only thing that has changed since then are the things that we ride!" In 2002, Wrangler launched the TV and ad campaign “There’s a bit of the West in all of us”, staying true to Wrangler’s unique heritage while shifting it to a modern European setting.

Since 2008 Wrangler has built a new strategic and creative platform under the headline of "We Are Animals".  Wrangler claims that:

In today’s society, our animal instincts are suppressed by daily modern life, city-living and constant technological developments. Man is an animal, but he no longer acknowledge it. How do we re-awaken our bottled-up instincts to encourage and engage with who and what we fundamentally are ………..by putting all that is pure, natural and instinctive back into man……..because We Are Animals.

The most recent campaign "Stunt" executes the We Are Animals-idea in the form of stunt videos and has been critically discussed all over the media. But have a look yourself, and see if Wranglers newest campaign can transmit the virus...

Read more:

http://www.vfc.com/brands/jeanswear

http://www.wrangler-europe.com/company/

http://www.wrangler-europe.com/we-are-animals/about/

Video: 

http://www.youtube.com/user/weareanimalswrangler#p/u/6/j6QWvRwFtXo

JEANS MARKET REDISCOVERS SEX-APPEAL

There’s no doubt, the jeans market desperately needs a dose of excitement, especially in an economic crisis where customers need an incentive to buy. The look of the Western American cowboy dressed in jeans is exceeded and brands that are too attached to this traditional image suffer from this exceeded image.

Nowadays, the marketing of jeans incorporates new values ​​such as authenticity, originality, and passion. The jeans brands of today use highly innovative communication tools and stagger so that young people can identify with their favorite brand. They adopt a new strategy to restore their sex appeal by reinventing the denim and freeing it of all social and creative restrictions.

This is the case of Levi's and Wrangler, which had grown old with young and did not seem to attract them with the emergence of other brands more subversive and trends such as the Italian brand Diesel. Arrived in force on the fashion market with ads that sometimes shock, Diesel is using and surfing the porno chic fashion to make themselves known and to sell to a new generation who lives in a world where sex and provocation are ubiquitous.



Taking advantage of this late hour to show you, jeans’ aholic's, the most sexy and provocative advertisements of jeans...  

    

http://www.fashion-chic.com/site/medias/diesel-jeans-1.jpg

http://www.pressemagazine.com/media/image/gp26/shortlist_selection/69-wrangler_jeans_3.jpg

 

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