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Shopwatch: Wrangler ventures to Russia

US denim brand Wrangler has unveiled a brighter, more modern new store concept in the Metropolis mall in Moscow

16/4 Leningradskoe Highway, Moscow

The new concept is 979 sq ft and marks a fresh start for the heritage jeans label, which is aiming to make the shopping experience more enjoyable for customers. Russia is one of Wrangler’s best-performing markets, experiencing double-digit growth over the past two years (see Q&A below). A panelled glass window decorated with the Wrangler logo dominates the middle of the store. Denim pieces are folded beneath on a scrubbed wood table and T-shirts, shirts and jackets hang from distressed metal bars. Texture is an important part of the new store design. Canvas, concrete, ripped plaster, wood and denim door knobs contrast with each other throughout the store, which is home to Wrangler’s full women’s and men’s wear collections. Men’s jeans retail from £55 to £100 and women’s from £65 to £100. Women’s blouses, skirts and knitwear are also available, as are men’s shirts and coats. Wrangler plans to open 50 new stores worldwide by 2020, and will roll out 20 in the Europe, Middle East and Africa region by 2017.

 

Rino castiglione wrangler

Rino castiglione wrangler

Rino Castiglione, Wrangler’s EMEA president, explains the denim brand’s new store concept and discusses why retailers should look closely at the growing Russian market.

 

Why now for the new concept?

It couldn’t be a better timing. Our brand is changing and, to keep up with the evolving collections, we needed a more modern setting now more than ever before. We’ve got our eye on the future and this was just one of the many steps we needed to take.

Talk us through the new store concept

We had a strong team working on this new concept to make sure all aspects fully represented our brand, so it’s hard to choose just one element. We’re very proud of the heritage details – such as denim-clad doorknobs and historical print advertising – because it is part of the brand’s powerful past. At the same time, the lighter, sleeker look makes it even more enjoyable for consumers to shop and they are, after all, the reason we did it.

Why Russia for the new store?

Russia is one of the biggest players in Europe, the Middle East and Africa. In terms of business growth it lands in the top five markets for Europe and covers about 12% of our EMEA turnover. It might be challenging for some, but Wrangler is fortunate enough to have a strong history with the market, going back for three decades. Russian consumers consider Wrangler to be one of the more iconic brands and are very fashion-orientated.

What else does Wrangler have planned?

Next year is going to be a very retro-themed year for Wrangler. It’s the brand’s 70th birthday and the 1970s trend is quite present throughout our collections. Whether it’s more store openings, the anniversary or some exciting collaborations, we’re keeping busy.

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