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Our legacy was built on the trailblazing spirit of the American west. And the things we stood for then are the same today. Quality that lasts. Swagger with the toughness to back it up. And jeans that will never hold you back. That heritage is what pushes us forward. Because for us, staying true to our roots means being ready for whatever comes next.

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BRAND DNA®

  • Dependable
  • Confident
  • Spirited
  • Friendly
  • Connected
  • Loyal
  • Inclusive

Our legacy was built on the trailblazing spirit of the American west. And the things we stood for then are the same today. Quality that lasts. Swagger with the toughness to back it up. And jeans that will never hold you back. That heritage is what pushes us forward. Because for us, staying true to our roots means being ready for whatever comes next.

Assignment

Break through the clutter in the marketplace to showcase a heroic, engaging and dynamic expression of the Wrangler brand. Get core users to consider the brand for a broad range of dress occasions beyond functional work needs and get new users from filtering the brand out as a jean that’s not for them.

Toth+Co was tasked with developing an updated holistic representation of the brand – One Wrangler. With the ambition of more than doubling business globally over the next few years, Wrangler needed to define a position that could leverage the brand’s unique but disparate strengths – western heritage, mass appeal, unparalleled comfort and value – through a unifying and more broadly relevant idea. The revitalized identity would come to life though traditional advertising, direct-to-consumer retail and e-commerce.

Target

Men and women, 25-40, with a strong emotional connection to jeans. People who appreciate the authenticity, trustworthiness and dependability of an iconic American brand with 70 years in the making. They take great pride in the lives they live, the jobs they do, and their families and communities. They believe that trusted brands are worth paying for.

Insight:

Wrangler means a lot more than just jeans. It represents the place you really want to be, physically AND emotionally–with family and friends, breathing in the fresh air under a big open sky. When you’re dressed in Wrangler, you can live in the moment, relax and be comfortable because you know you look and feel good.

Execution:

The resulting effort was a brand campaign that sought to bring to a life a more dynamic, heroic expression of the Wrangler brand as a whole – one that would live above any one product or singular point of distribution and support the cross-channel, cross-consumer expansion of the brand. The integrated campaign, which includes TV, print, retail, digital video and custom partnerships with key publishing sites, translates the brand’s equity in comfort to the idea of being “ready for anything.”

Results

  • 1 in 4 men wear Wrangler jeans in the US
  • Despite an overall downward trend in the retail/apparel market, Wrangler recognized an 5.9% increase in revenue
  • Ecommerce sales with key partners recognized double digit growth YOY
  • Increase in key account sales YOY
  • Advertising consistently ranks highest among the VF portfolio of brands

Growth

The new look and feel for Wrangler will be used to fuel the growth for the brand in the US and internationally, with the European market adopting key elements of the work

While Wrangler’s core business in the Mass channel has remained strong, the brand is experiencing strong growth in both mid-tier and with key online e-commerce partners, including Wrangler.com.

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Optimism

Optimism is the belief that anything is possible if you put your mind to it.
It’s the power to change, to make the world a better place.

Optimism is our life philosophy and business strategy.
When you believe in better, it creates the space for it to exist.

The Videos


Dreamt up by our late
founder, Mike Toth, as
he was battling throat cancer,
these videos tell an uplifting
story about finding the
silver lining in
life’s challenges.

Watch Videos

Create Optimism


To us, line art
symbolizes the future’s
vibrant colorful potential.
Upload any JPG file below to
create your own customized
Optimism line art.

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MIKE TOTH

1952 – 2014

Mike taught us to find the soul in things: people, brands, ourselves. The soul is our true north, and it must be coveted. We rely on it when the waters get rough. When storms roll in. When we lose our way.

Technologies change. Trends come and go. Seasons pass. New generations carry on. Toth+Co looks to the future with fresh eyes, innovative minds and exciting new talent. The waters out there are uncharted, but we’re following our true north, just like Mike taught us.