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Wrangler in trend-led women’s relaunch

Denim brand Wrangler has relaunched its womenswear range for autumn 12, offering a dedicated core denim line, higher exit price points and better attention to design detail.

Historically, the women’s collection has taken its cue from the men’s range, but for autumn 12 senior denim designer Janelle Hanna has also introduced a more trend-led offer, with a sleeker, feminine look via the use of smaller rivets, neater stitching and cleaner labelling.

To complement this, the core range, which is available throughout the season, has been extended beyond classic styles to include trend-led skinny and slim fits, creating a comprehensive offer for both high-end and mainstream customers.

The brand’s previous retail exit price was £85, but for autumn 12 this rises to £100. Wholesale prices range from £26 to £65.

For autumn 12, washes remain a key feature despite the brand’s processes being low-impact to the environment, while the palette remains mostly black, blue and grey. Low-rise skinny and boyfriend fits continue to be the top-selling styles.

Wrangler parent VF Corporation, which also owns denim brand 7 For All Mankind, reported a 10% rise in jeanswear revenue for the year to July 31, 2011. 

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