Carhartt builds its brand with makers and doers

This event report shows how Carhartt, the apparel brand, boosted its standing with members of the "maker movement" while maintaining its traditionally high standing with people working in physically demanding jobs.

Carhartt builds its brand with makers and doers

Stephen Whiteside Warc

Carhartt, a 126-year-old apparel brand famous for its durable workwear, faced a classic marketing dilemma: how to attract a new audience without alienating its existing customer base

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