Published by MBA Skool Team, Last Updated: May 11, 2020
Marketing Strategy of Wrangler analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Wrangler marketing mix, help the brand succeed in the market.
Wrangler marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Wrangler Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Wrangler marketing strategy can be explained as follows:
Wrangler brand of jeans is one of the most popular and available globally. The company produces different lines of apparels and accessories, as a part of its marketing mix product portfolio, the most famous being the denim-wear. Its products include jeans, jackets, shirts, shorts, eyewear and belts. The customers of Wrangler associate the brand with tough and rough clothing appropriate for daily wear and work involving wear and tear. The brand produces for Men, Women and Kids and the most popular jeans styles include Cowboy, Wrangler 1947, RIGGS Wrangler, Wrangler Retro and Wrangler Rugged Wear.
Image: company website
Wrangler Price/Pricing Strategy:
Below is the pricing strategy in Wrangler marketing strategy:
Wrangler has a very competitive pricing as fight its competition.
The competitors for Wrangler include Lee Jeans, Levis Strauss & Co., Calvin Klein, Gap, Pepe Jeans, Diesel among others. The denimwear market is extremely competitive and the brands have to price their products keeping in mind the competition and low customer loyalty in the segment. A typical Wrangler jeans starts from $100 for the more simpler and common variety and extends up to $300 for the latest ones. The jackets are however placed in a more premium segment and cost anywhere between $200 to $600 depending upon the material used, quality and the design as well as the collection date. It targets the working class and hence the focus of the products is towards providing clean-cut looking apparels made for durability and ruggedness.
Following is the distribution strategy in the Wrangler marketing mix:
Wrangler brand originally hails from America and is sold worldwide, though it would be interesting to note that it no longer produces in America and the last American factory was closed down in 2005. The stores are positioned in downtown areas of the cities and metros. The brand focusses more on standalone store space inside malls and standalone ones in prime locations but is also find inside modern retail chains. The Wrangler brand is a significant ecommerce focus and the website has links for direct access to the partner ecommerce websites like Myntra, Amazon, Flipkart, Jabong and Paytm Mall.
In essence the brand as positioned itself between the low-priced youth centric brands and luxury premium upscale brands i.e.in the working-class segment and continues to be strong in the space.
Wrangler Promotion & Advertising Strategy:
The promotional and advertising strategy in the Wrangler marketing strategy is as follows:
Wrangler’s promotion has a strong and quite eventful history with the first promotion campaigns dating back to as old as 1947 when the first Wrangler 13MWZ was launched and the rodeo legends of the era were used to promote it. The brand had hit its first high when in 1974 the Pro Rodeo Cowboys Association of America had first endorsed for the brand. The brand also has its own line of music labels targeted towards country music audiences. The brand follows a certain brand loyalty when it comes to finding the right clothing for the workwear and people look to Wrangler for it. The brand has an annual campaign named True Wanderer where riders showcase their spirit of adventure and exploration. The brand has significant social media presence with dedicated Twitter handle, region-based Instagram handles and Facebook page through which the brand keeps updating its customers about the on goings in the apparel industry and inside the Wrangler Jeans Co. with occasional sneak peeks into the oncoming fashion offerings. Hence this completes the marketing mix of Wrangler.
The North Carolina based apparel brand is owned by VF Corp. which owns several other famous labels as well. The brand first came to existence when the Blue Bell Company first acquired Casey Jones Work Clothes Company and the rights to use a rarely used brand Wrangler, in 1943. The brand is a synonym to “working cowboys” which were called wranglers and it aimed at first developing work clothes for the cowboys working on the ranches. In 1947, the first Wrangler 11 MWZ was made commercially available to the American public which was later renamed to a more relevant 13MWZ because of the use of 13oz per yard denim weight being used to manufacture the clothes.
The brand has operational plants worldwide and is present across Asia-Pacific, Europe, Australia and Latin America. Today, Wrangler is no longer restricted to cowboy theme but has gained enough popularity in terms of the westernisation of the denim wear market and symbol W is one of the most recognised letters across the world.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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