The Hindu Business Line : Wrangler goes green

Chennai, March 17 The urban cowboy has now joined the green bandwagon. Wrangler for the first time in India has taken a ‘green’ step forward, doing its bit for a better tomorrow with the launch of ‘Naturally’, a range of organic clothing.

“Organic clothing, new to India, is already catching in the Western world with brands such as Nudie Jeans, Loomstate, Levi’s Eco, 7foralmankind and Sling and Stones,” says Anshul Chaturvedi, Marketing Manager. Wrangler is well known for roping in leading designers such as Prasad Bidapa and Rajesh Pratap Singh for its denim ventures. “This time, they’ve chosen Salli Deighton, a designer based in London, to work on the Naturally campaign,” he adds.

So, what exactly does Naturally have in its wardrobe? The collection has a wide palette for top wear for men this season – in fabrics like linen, viscose and bamboo blends. Echoing the Naturally theme, there’s a line of denims in fabrics such as natural indigo and organic cotton. The girls’ top wear too ranges from the classic shirts to more feminine ones such as empire line cuts, halter necks and strappy tops.

Starting off as a Rs 3-crore brand, Wrangler has been steadily growing 40-50 per cent year on year. “We have already touched Rs 70 crore as of now. Today, we have a single store that does Rs 3 crore, which is a matter of great pride for us,” says Chaturvedi. Wrangler Girl has also received a tremendous response from across the country, he added.

Wrangler is well known for exploring non-traditional media for its marketing. Just like the ‘Truly Clean Jeans’ campaign, once again it will opt for a 360-degree campaign with a multimedia approach with stress on newer media. In a characteristic style of Wrangler, the marketing strategy would lay emphasis on below the line activities, with nearly 15 per cent of its marketing spend credited to it.

“The campaign will primarily aim at building awareness about environmental issues and with its approach make organic/natural clothing cool for the young consumer,” says Chaturvedi. Wrangler boy John Abraham and Wrangler girl Jiah Khan will continue to be the brand ambassadors, he added.

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