Launching product innovation with 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.

What did RetroFuzz find?

We worked with Wrangler at the very outset of their growth into D2C eCommerce, supplying UX Design to the service provider Hermes Nextec to launch their first owned eCommerce channel.

What did RetroFuzz do?

At the outset of the campaign we collaborated with advertising agency WeArePi, social PR agency Inkling, and eCommerce providers Hermes Nextec at workshops in Amsterdam, Munich, London and Manchester to share ideas and plan the first fully integrated campaign to support eCommerce.

Since this was Wrangler’s first above the line brand campaign in many years, we believed digital gave us the chance to re-connect with customers in an innovative and personalised way.

With the brand aim 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.

We connected user location and live weather data directly to the eCommerce experience to deliver contextual messaging to the user. This enabled us to directly connect the environment the user found themselves in with Wrangler’s new product innovation in a unique way in real-time.

What was the outcome?

By directly connecting the environment the target customer found themselves in with a relevant product innovation we achieved a 49% increase in eCommerce revenue.

Through subsequent user interviews, we found that with many participants highlighted how their perceptions of the brand had changed and improved as a result of this campaign and the way that the customer journey was put together.

What did RetroFuzz find?

Through discussion with the Wrangler product team, we were truly inspired by the new ‘Ready Range’ products. Innovations such as Rain Ready and Cold Ready jeans would give everyday adventurers the freedom to transition seamlessly from work and city life to the great outdoors in style.

What did RetroFuzz do?

At the outset of the campaign we collaborated with advertising agency WeArePi, social PR agency Inkling, and eCommerce providers Hermes Nextec at workshops in Amsterdam, Munich, London and Manchester to share ideas and plan the first fully integrated campaign to support eCommerce.

Since this was Wrangler’s first above the line brand campaign in many years, we believed digital gave us the chance to re-connect with customers in an innovative and personalised way.

With the brand aim 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.

We connected user location and live weather data directly to the eCommerce experience to deliver contextual messaging to the user. This enabled us to directly connect the environment the user found themselves in with Wrangler’s new product innovation in a unique way in real-time.

What was the outcome?

By directly connecting the environment the target customer found themselves in with a relevant product innovation we achieved a 49% increase in eCommerce revenue.

Through subsequent user interviews, we found that with many participants highlighted how their perceptions of the brand had changed and improved as a result of this campaign and the way that the customer journey was put together.

Wrangler eCommerce DesignWrangler 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 Content Page system

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.

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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