North Face 2013 Annual Report Download - page 15

In 1947, the 13MWZ — the jean “made for cowboys by
cowboys” — featured seven belt loops, a wide-scoop
watch pocket, flat rivets, a rope logo and a “W” stitched
on each pocket that stood for “western wear.” These key
features remain today, as the 13MWZ is still a favorite
with western consumers.
In 2002, the Wrangler® brand broke the mold with
Wrangler Five Star® Premium Denim, a line of jeans
featuring traditional five-pocket styling and the unique
U-Shape design that never binds or pinches like other
jean brands can. Then, we took it a step further with
Wrangler Jeans Co.® jeans, combining comfort and value
with updated fits and finishes. Each pair is designed
to be ultra-comfortable, thanks again to the innovative
U-Shape construction that gives more room where
it’s needed and comfort where it counts.
This unique combination of history and innovation
is the reason why Wrangler® brand jeans may still be the
single most important piece of apparel in a man’s closet.
From cowboys and ranchers to construction workers
and weekend warriors, Wrangler® men consider jeans
to be their most comfortable, go-to apparel. These jeans
are worn for all occasions: work, play, church, school
and just about everything in between. Nothing beats
the Wrangler® brand’s comfort and value.
In 2013, we launched our Wrangler® Advanced Comfort
jeans, which allow men more movement while working
on the ranch or at the job site. The Advanced Comfort jeans
debuted a new fabric construction, using a unique blend
of fibers that results in denim that moves with you and
lasts twice as long.
Our goal at the Wrangler® brand is to completely satisfy
our consumers. To do that, we work closely with them
to learn firsthand what they need from their jeans; and
we back our jeans with a one-year satisfaction guarantee.
For decades, the Wrangler® brand has grown in popularity
and drawn loyal fans from all walks of life. From the
country music fan and the urban cowboy to the diehard
NASCAR® fan and the football enthusiast, the Wrangler®
brand epitomizes authenticity, comfort and value.
The Wrangler® brand is available in key markets around
the world through mass merchandise and mid-tier
channels. As you’d expect from its strong and steadfast
connection to the western lifestyle, it’s also sold
in western and specialty stores.
Global revenues for the Wrangler® brand were up 3 percent
in 2013 compared with 2012.
NO.1
market share in the
U.S. mass merchandise
channel
67
years of getting the
job done