Wrangler ups digital focus to take on Levis

LONDON - Wrangler is stepping up its digital marketing presence in an effort to better connect with the online fashion community.

Wrangler rolls out social media initiative
Wrangler rolls out social media initiative

The denim brand has hired digital agency Airlock to handle its activity across Europe, the Middle East and Africa, including the creation of a social-media strategy.

According to Adam Kakembo, marketing director for Wrangler EMEA, the company is keen to reach out to web users with a 'passion for fashion'.

Wrangler, which is owned by clothing company VF Corp-oration, is running a spring/summer campaign called 'We are animals'. The ads, created by French agency Fred & Farid, feature humans 'getting in touch with their instincts'.

The brands drive in social media follows on from rival, Levi's, which launched a campaign in March. The brand strategy is a modern take on its heritage and uses 18 contemporary craft workers across outdoor in London and national print ads. Each craftworker has an online profile on a designed campaign website, and uses are prompted to follow the workers through their online blogs.