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Wrangler launches ‘moisturising’ jeans

Wrangler aims to double its womenswear sales over the next three years with the help of a jeans range that moisturises women’s legs.

For spring 13, Wrangler is launching the first stage of its Denim Spa range of jeans that moisturise the skin as they are worn.

Wrangler marketing director for Europe, Middle East and Africa Adam Kakembo said the range is an investment for the brand as it looks to double turnover for womenswear in the next three years. Wrangler has 67 womenswear stockists in the UK and Republic of Ireland, accounting for 20% of its business in Europe.

The new range features jeans with three different ‘spa’ treatments, which are micro-encapsulated into the denim. The Aloe Vera and Olive Extract styles soothe the skin, and the Smooth Legs style has circulation-boosting and cellulite-reducing elements. Each variety comes in three designs and three different washes.

“Retailers are going through a pretty tough time,” said Kakembo. “So they need a reason for consumers to part with their cash and I think this proves a good reason to buy a new pair of jeans.”

Wrangler will be offering stockists point-of-sale materials and free-standing units to promote the range. Wholesale prices for the Denim Spa are £34.

Historically, the women’s collection has taken its cue from the men’s range but Wrangler relaunched its womenswear for autumn 12 to offer a dedicated core denim line.

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