Wrangler recently launched its All Terrain Gear by Wrangler collection in Europe. We talked to Johan de Niel, vice president EMEA Wrangler, about the launch and the collection, the influence Covid-19 had on the roll-out and the lessons Wrangler is drawing from the Corona crisis.
The outdoor collection All Terrain Gear by Wrangler is now also launched in Europe. How has it been accepted in the USA?
Since its launch, All Terrain Gear by Wrangler continues to build on its early success in the US, leveraging its value-oriented, high-performance innovation to scale across regions. We’re excited to grow our distribution and expand the collection in Europe.
The EMEA f/w ’20 collection will exclusively launch in approximately 400 Dressmann locations and online at eu.wrangler.com.
What new styles can customers expect?
All Terrain Gear by Wrangler is a collection of everyday outdoor styles. From taking a hike to pitching a tent, this reinforced utility apparel will help the customer stay dry and comfortable in all conditions. The collection combines high-performance features and versatile design to deliver apparel that blends rugged durability with comfort. The collection offers quick-drying, water-repellent fabrics, mesh venting, convertible wearing systems and UPF (Ultraviolet Protection Factor) protection. All styles are “new” to the European consumer as this is the first time we have launched ATG in Europe, but like many other collections in the Wrangler family, Wrangler All Terrain Gear offers certain styles globally while creating some regional-specific styles.
The current line is focused on men’s performance wear, and based on the positive momentum ATG has received, we are actively expanding the collection with new categories in the coming year.
Will the price ranges remain the same?
Yes, prices will be comparable to how they are priced for the US consumer, ranging from $19.99 to $109.99.
Has the Corona crisis and the resulting surplus of goods on the sales floor changed anything about the roll-out for the ATG collection?
With outdoor apparel benefitting from the recent intersection of fashion-forward and athletic apparel, consumers are gravitating toward products that pair comfort with technical functions. Now more than ever, we see that consumers are prioritizing value and quality, which plays to our strength. We did have to rethink the launch approach logistically, and were able to pivot to creating a digital presentation to our customers, which was very well received.
Brands must stay true to their ethos and core values as authenticity is imperative in times of uncertainty. Consumers are turning to brands that they can trust and rely on. With more than 70-plus years of history, Wrangler has lived through challenging global crises. Investments in demand creation and innovation have and will position our products to endure.