Singer-songwriter Lainey Wilson has made a mark on the country music scene, winning her first Grammy and seven Country Music Association awards, including Entertainer of the Year. Her music was also featured in the hit series Yellowstone, where she later had a role. Wilson’s unique style and talent have caught the attention of Wrangler Jeans, which is seeking to rebrand itself by embracing its Western roots. This partnership with Wilson is expected to attract a younger audience, particularly women, to the brand.
Wrangler, a well-known brand among American adults, has been working to increase its market share and revenue. The brand has traditionally been focused on denim bottoms, but has recently expanded into new categories like t-shirts, workwear, and outdoor gear. By revitalizing its core denim business and appealing to new customers, Wrangler hopes to narrow the gap with its competitor Levi’s. Tom Waldron, chief operating officer overseeing Wrangler and Lee, has been instrumental in guiding the brand’s strategic growth and rebranding efforts.
Collaborations with like-minded brands have been a key component of Wrangler’s growth strategy. From partnerships with the Dallas Cowboys and Fender Guitars to more recent collaborations with Barbie and Kendra Scott jewelry, Wrangler seeks to align itself with brands that share its values and ethos. The capsule collection with Lainey Wilson has been a success, with sell-through rates exceeding expectations. Additionally, upcoming collaborations with Pit Viper sunglasses and other brands are in the works as Wrangler continues to expand its reach.
The Wrangler brand has been undergoing a transformation since its spinoff from VF Corp into Kontoor Brands. Embracing its Western heritage, Wrangler aims to recapture its place in the market by appealing to a broader audience. By focusing on exploring new categories, growing its core business, and attracting new customers, Wrangler is positioning itself for long-term success. The brand’s collaborations with various partners, including Lainey Wilson, reflect its commitment to innovation and creativity in the fashion industry.
Tom Waldron, who has been a driving force behind Wrangler’s rebranding efforts, has emphasized the importance of partnerships with brands that align with Wrangler’s western heritage. By working with like-minded brands to create innovative products and experiences, Wrangler is staying relevant and engaging with consumers. The success of the Lainey Wilson collaboration and the upcoming collaborations with Pit Viper and other brands demonstrate the brand’s appeal to a diverse and evolving customer base.
In conclusion, Wrangler’s collaboration with Lainey Wilson and other like-minded brands is a key part of its strategy to revitalize and grow the brand. By embracing its Western roots, expanding into new categories, and appealing to a broader audience, Wrangler is positioning itself for success in the competitive fashion market. With Tom Waldron at the helm, Wrangler is charting a course for sustainable growth and innovation, ensuring that the brand remains a powerhouse in the industry for years to come.
