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Case Study
1.
VF Corporation: Rugged Wear campaign
Rebecca Stanfel, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1743-1751
Wrangler, Inc., a division of VF Corporation, launched a new line of clothing in 1993. The Rugged Wear line featured sturdy fabrics, camouflage patterns, and layers of warmth to appeal to those who ...

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Award-winning case study
2.
Scared ain't gonna do you no good. Planning and the Wrangler Rodeo campaign
Richard Huntington, Account Planning Group (UK), Silver winner, Creative Planning Awards, 1997
The main issue that has faced mass-market American jeans brands has been 'If Levi's own originality, America, and to a certain extent good advertising, what is left for us?' In spring 1997, Wrangler m ...

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