Wrangler Rides with American Cowboys.

Our job was to bring Wrangler a unique point of view on cowboys, new frameworks to yield a sense of what they really value, and a cohesive strategy to guide Wrangler’s product and brand development.

Wrangler and Jump Recast Western Wear

Turning sales of traditional jeans around.

Wrangler Jeans hold a special place in the hearts of American cowboys. But over time, the company’s brand, messaging, and products had become more associated with an ideal of cowboys than with the real folks actually living the Western lifestyle. Jump helped Wrangler to reconnect with its core consumers – and create breakout new products and a compelling new brand strategy in the process.

Getting back in the saddle as the Western wear leader.

In 2004, Wrangler Jeans partnered with Jump to explore how to reinvent its offerings while connecting more closely with its core consumers. Founded in 1947, Wrangler has long been the clothing brand of choice for cowboys and other folks living the Western lifestyle. In the intervening decades, however, the American cultural landscape has shifted dramatically. Wrangler saw that it was high time to check in with its male customers and make sure it was still meeting their needs. Jump’s job was to bring Wrangler a unique point of view on cowboys, new frameworks to yield a sense of what they really value, and a cohesive strategy to guide Wrangler’s product and brand development.

Discovering how the Western lifestyle has changed.

To do that, the Jump team and a few Wrangler executives delved into the lives of cowboys. They interviewed and shadowed people in several different states to learn more about their lives and what living a Western lifestyle meant to them. They went on-site to ranches, toured the wardrobes of working cowboys, and attended a rodeo in order to connect with Wrangler’s core fans. The team discovered that, contrary to the popular image, cowboys are not a homogenous group. In fact, there are several distinct groups of men who live the Western lifestyle, with different needs that change as they travel through several stages of life.

Developing new platforms, a new positioning, and new capabilities.

Jump created three new product platforms for Wrangler that would maintain its connection with the company’s core fan base and also help the company to capture new territory in the western wear world. To maintain a central role in the lives of today’s new breed of cowboy, Wrangler needed to update its brand positioning and messaging to reflect the reality of a new western lifestyle. The impact has been considerable: Women’s Wrangler sales have enjoyed double-digit growth each year since the project, with a variation of one of the product platforms co-created with Jump making up more than half of the women’s wear sales increase.

Photo by Wyoming_Jackrabbit.

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