Embracing the cowboy culture trend wholeheartedly, denim brand Wrangler has made it a cornerstone of its brand identity. The brand has collaborated with a historic ranch in Wyoming, Diamond Cross Ranch, to launch a new collection inspired by the ranch’s rich heritage. The collection features apparel adorned with branding and designs reminiscent of the ranch's 112-year legacy.
The Diamond Cross Ranch has served as a backdrop for many Wrangler campaigns in the past including the recent fall 2023 campaign. Wrangler continues to collaborate with brands from diverse backgrounds and audiences. Its previous collaborations, such as the one with Kendra Scott, aimed to tap into different demographics. Wrangler usually partners with brands that share similar audiences, like Diamond Cross Ranch. This synergy allows Wrangler to leverage shared values and interests to captivate consumers.
The surge of interest in Western aesthetics, spurred by cultural phenomena like Beyoncé's ‘Cowboy Carter’ album and Louis Vuitton's Americana-inspired collection, has significantly benefited Wrangler. Foot traffic at Levi’s stores has increased alongwith a rise in sales of cowboy boots and fringe jackets, shows data.
Wrangler's brand appeal also got a boost from the brand’s collaboration with country music stars like Cody Johnson and Lainey Wilson. The brand also engaged with smaller content creators organically, amplifying its presence across platforms like TikTok.
The brand's direct-to-consumer sales grew by 11 per cent, with a notable 5 per cent increase in sales to women, attributed to the Western trend. However, navigating the uncertain future of TikTok, due to potential ban legislation, poses challenges for Wrangler, impacting its investment decisions.
