Wrangler: Eternity campaign

Jack Rummel

Since its inception in 1947, the Wrangler brand of clothing was aimed at a blue-collar market located primarily in the South, Midwest, and West.

Wrangler: Eternity campaign

Jack Rummel

Overview

Since its inception in 1947, the Wrangler brand of clothing was aimed at a blue-collar market located primarily in the South, Midwest, and West. Wrangler and its major competitors, Levi Strauss and Lee, enjoyed steadily increasing sales of their blue jeans throughout the 1950s, 1960s, and 1970s. This long-term trend in rising sales peaked in 1981 when total U.S. jeans sales reached 560 million pairs. The baby boom generation was responsible for this clothing trend, and as this generation aged, its members bought fewer jeans, preferring instead more comfortable casual wear. Furthermore, because the...

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