Why Carhartt values voices of hard-nosed customers

Carhartt, the apparel company, has put user-generated content at the heart of its online marketing, as well as leveraging this material for a range of other strategic purposes.

Carhartt built its reputation as the maker of rugged, no-nonsense work clothing – the kind worn by men and women who don't much care what you think of them or their apparel.

But Carhartt, in truth, cares very much what you think of its brand.

To that...

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