VF Corporation: Rugged Wear campaign
Rebecca StanfelOVERVIEW
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 enjoyed hunting, fishing, and other outdoor activities. Already a major player in the western wear and blue jeans segments of the apparel industry, Wrangler intended for Rugged Wear to complement the company's existing market niches. In the fiercely competitive clothing industry, image was often a substantial factor in an item's sales. Like cars, clothes conveyed a definite message about...