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Wrangler plots brand overhaul

Wrangler president Giorgio Presca has implemented an overhaul of the denim brand's product, branding and delivery strategy for the UK market.

Presca said he aimed to build Wrangler's non-denim offer, so that sales were split evenly across denim and non-denim categories. He will also introduce monthly deliveries to customers. Previously product was delivered twice a season.

As part of the strategy overhaul, the brand is seeking new independent accounts to add to its base of 280 accounts in the UK.

To support the new direction and its stockists, Wrangler will launch a huge-scale advertising campaign. The multi-million pound campaign will kick off at end of August and will run in magazines, digital media and across Wrangler's retail branding.

Presca is also expected to give the green light to a retail partnering IT initiative being trialled via the brand’s wholesale partners in Germany.

The IT system will give the brand and key accounts visibility of each other’s business systems.

Wrangler will have access to retailer sell-through data and the system will also allow stockists easier access to information about additional product drops.

Presca said he hoped that the system would encourage retailers to create branded Wrangler corners in their stores.

The brand has introduced a new shopfit which will be available for stockists wanting to launch Wrangler corners.

"The brand has unexplored potential," said Presca. "Now we have the right product for the UK market. We didn’t think we were good enough and now we are. We have product that will appeal to different people and we have been investing like hell in the tops."

The brand has also opened a new showroom in central London to showcase product from which it will also sell a newly launched collection of footwear.

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