Design and innovation have never mattered more. The dynamics of the fashion industry are changing dramatically to create new products and experiences for shoppers who no longer want to settle with the status quo, as dictated by clothing brands.
Wrangler, an American apparel brand which provides comfortable jeans and casual wear, is well known for its strong heritage in the Western American life style. To Americans, Wrangler represents freedom – the spirit of people who work hard, have fun and recognize courageous individuality. Wrangler can be found in most mass retail outlets like Walmart and Target. Currently, Wrangler is the clothing brand (especially Jeans) for people who work hard (mostly with their hands, such as electricians, plumbers, ranchers, …) who care about the value and longevity of their jeans more than fashion or style. Wrangler also has a special place in the heart of those who live the western lifestyle (think rodeos, country music, horse riding, etc.). In both cases, Wrangler is a trusted brand that provides good quality, no-frills, affordable casual wear.
The brand is pro-actively exploring ways to innovate, to broaden their audience to a more style and experience conscious consumer (both genders, but specially Women) whose expectations from casual wear are shifting along with major cultural trends in the United States. Wrangler wants to do it without losing their unique and cherished Western heritage that represents strong American values like hard work, community and pride. It is your chance now, to help Wrangler shape the future of the clothing category!
Reinvent Wrangler clothing to bring a completely new, unique product idea and experience to Millennial consumers who typically don’t buy Wrangler.
- #1 Prize €3,000
- #2 Prize €1,500
- #3 Prize €500