Bringing Wrangler's social voice to the eCommerce experience

With a new brand positioning attracting a cult following amongst a younger audience on social channels, we decided we had to figure out how to reflect the brand's unique voice on their eCommerce website with better content pages and a shopping journey to match.

What did RetroFuzz find?

After hearing in usability tests that customers were lacking inspirationally led journeys we could see the value in adding more of the brand voice into the eCommerce experience.

We worked closely with Wrangler’s creative and development teams to best understand how to create more engaging and relevant content pages across the website.

We identified that the client was finding it difficult to build well designed content pages using the two CMS platforms – Wordpress and Magento – that were in use on the website. The existing templates for publishing content to the site were inflexible and limited in options.

What did RetroFuzz do?

We continued to work closely with the Wrangler team to implement a modular system with almost endless possibilities that enabled the client to create well laid out and beautifully presented content pages within the Wordpress CMS.

What was the outcome?

Not only did this help the inhouse team, but also the customer looking for inspiration. Following the implementation of these pages, those customers who arrived on the website via one of the new content pages spent twice as long on the website, were twice as likely to purchase, and much more likely to return on average.

What did RetroFuzz find?

After hearing in usability tests that customers were lacking inspirationally led journeys we could see the value in adding more of the brand voice into the eCommerce experience.

We worked closely with Wrangler’s creative and development teams to best understand how to create more engaging and relevant content pages across the website.

We identified that the client was finding it difficult to build well-designed content pages using the two CMS platforms – Wordpress and Magento – that were in use on the website. The existing templates for publishing content to the site were inflexible and limited in options.

What did RetroFuzz do?

We continued to work closely with the Wrangler team to implement a modular system with almost endless possibilities that enabled the client to create well laid out and beautifully presented content pages within the Wordpress CMS.

What was the outcome?

Not only did this help the in-house team, but also the customer looking for inspiration. Following the implementation of these pages, those customers who arrived on the website via one of the new content pages spent twice as long on the website, were twice as likely to purchase, and much more likely to return.

 Wrangler website by RetroFuzzWrangler eCommerce DesignWrangler eCommerce Design

As part of our ongoing relationship with iconic denim brand Wrangler we introduced ‘Born Ready’, a new pan-European digital platform and brand product offering, through responsive eCommerce and contextual omnichannel messaging.

The Born Ready platform brings to life Wrangler’s personality and philosophy – a commitment to creating innovative denim products that prepare you for adventure.The new ‘Ready Range’ launches product innovations such as Rain Ready and Cold Ready jeans to give everyday adventurers the freedom to transition seamlessly from work and city life to the great outdoors in style.

With the brand aiming to be category leaders in performance denim our goal was to clearly present their commitment to denim innovation and display new product offerings through a best-in-class digital experience.

Given that this is the first brand campaign in several years, we realised digital gave us the chance to speak on a local level to consumers that hadn’t been spoken to for some time.

Further reading

Wrangler Weather Reactive eCommerce

With the brand aiming to be category leaders in performance denim after launching their own eCommerce Channel, our goal was to present Wrangler’s denim innovation and new product offerings in a way that engaged customers across multiple physical and digital touch points through a best-in-class digital experience, consistent throughout their shopping journey.

Read More

Celebrating 70 years of Wrangler

To celebrate Wrangler's 70th birthday and introduce the brand to a younger audience we created an experience that’s part lookbook, part archive, and all things Wrangler.

Read More
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