North Face 2007 Annual Report Download - page 21

INSIDE / GLOBAL BRANDING
From the ranch to the runway, the universal
appeal of Wrangler® jeans has helped
transform VF’s top-selling brand from a
wardrobe staple into a global icon. In 2007,
men’s fashion authority DNR magazine
ranked the Wrangler® brand No. 3 in its annual
“Mega Brand” list, topping names like Nike,
Adidas, Polo Ralph Lauren and Calvin Klein.
The Wrangler® brand has succeeded in
a crowded jeanswear market by staying
steadfastly true to its roots. Launched
in 1947, the original Cowboy Cut® jean
was designed “by cowboys for cowboys.”
Worn and promoted by champion rodeo
athletes, the product quickly caught on,
becoming the American cowboy jean and
an enduring part of Western culture.
That proud tradition holds true today.
Wrangler® Western Wear products are integral
to today’s Western lifestyle, delivering the
performance and style that our brand has
made famous for more than 60 years. The
Wrangler® management team has extended
this rich heritage to products across
many consumer segments and markets,
dialing up different qualities of the brand’s
authentic personality to respond to the
needs and desires of different consumers.
STANDING
TALL IN THE
SADDLE
THE WRANGLER
® BRAND’S APPEAL
TRANSCENDS BORDERS AND BOUNDARIES.
COMFORTABLE
The Wrangler Hero® and Wrangler Jeans Co.® lines are heartland favorites and
top performers with mass market retailers. Down-to-earth and comfortable,
they provide durability and the right style at a great price. Sports superstars
Brett Favre and Dale Earnhardt, Jr. are the faces of these Wrangler® lines,
reinforcing the brand’s strength, character and all-American values.
RUGGED
Consumers know that the Wrangler® brand is rugged by nature. Capitalizing
on this quality, we market Riggs Workwear™ by Wrangler® , Wrangler Rugged
Wear® casual outdoor gear, and Wrangler® ProGear™ professional hunting
apparel through a variety of channels, including specialty and sporting
goods stores.
ADVENTUROUS
Through both its history and lore, the West conjures images of wide open
spaces and unlimited opportunity. Tapping into that spirit, the Wrangler®
brand in South America is positioned as a brand for adventure seekers who
continuously explore new ground and live every day to its fullest.
INDEPENDENT
In Europe and Asia, the Wrangler® brand is a symbol of a free and independent
lifestyle. Young consumers identify with the brand because it offers classic
values with contemporary style. In addition to distributing the brand
in department stores, we’re also expanding our base of Wrangler® retail
stores in these regions. In India, for example, there are approximately
30 Wrangler® stores, including the largest in the world in Bangalore.
TRUE
Wrangler 47® premium jeans are the ultimate blend of authentic heritage and
contemporary design. The collection combines modern fits and vintage styling
to create a distinctive spin on the authentic jeans that define the true spirit of
the West. Wrangler 47® products are available at upscale specialty stores and
boutiques, as well as upper-tier department stores.