×
125
Fashion Jobs
SUPER FASHION
Manager -Accounts & Finance(For Garment Export House)
Permanent · Faridabad
LIMEAPPLE APPAREL
Ecommerce Expert With Digital Marketing Skills
Permanent · CHENNAI
EXCELLENTIA CAREERS HIRING FOR RENOWNED WELLNESS COMPANY
jO-Studio Manager/ Front Office-Pune, Ahmedabad, Gurgaon, Delhi, Surat
Permanent · Pune
GOKALDAS EXPORTS LTD
Factory Manager - Doddaballapur
Permanent · Tumakuru
SIYARAM SILK MILLS LTD
Area Sales Officer/ Area Sales Manager - Fabric Dtr
Permanent · Chennai
PSEXPORTS AND CONSOLIDATES PRIVATE LIMITED
sr.Merchandiser/ Merchant Manager/ Quality Incharge/ Fabric Manager
Permanent · Chennai
HUNGRY BIRD CONSULTING SERVICES PVT LTD.
Jewellery Sales Executive - Jewelry Store
Permanent · Hyderabad
SIYARAM SILK MILLS LTD
Regional Sales Manager Fabric - South Region (India)
Permanent · Chennai
SIYARAM SILK MILLS LTD
Regional Sales Manager - South (Chennai)
Permanent · Chennai
SIYARAM SILK MILLS LTD
Regional Sales Manager Dtr - South (Chennai)
Permanent · Chennai
TALENT INDIA
General Manager/vp - HR (Garments / Textile Industry) Urgently Rqd
Permanent · Bengaluru
HUNGRY BIRD CONSULTING SERVICES PVT LTD.
Jewellery Sales Executive - Jewelry Store
Permanent · Hyderabad
SODEXO
Hiring Facility Manager-Technical at Hyderabad Location
Permanent · Hyderabad
ISHIN
E-Commerce Head
Permanent · Mumbai
NIKE
Senior Dynamic Application Security Tester – Cis, Icc, India
Permanent · Bengaluru
NIKE
Lead Technical Product Manager – p&m, Icc, India
Permanent · Bengaluru
NIKE
Lead Product Manager, India – ed&a Icc
Permanent · Bengaluru
PVH
Manager, Business Solutions
Permanent · Bengaluru
NIKE
Identity And Access Management (Iam) Security Operations Engineer, India – Cis Icc
Permanent · Bengaluru
NIKE
Expert Security Incident Coordinator, India – Cis Icc
Permanent · Bengaluru
NIKE
Software Engineer Iii - Inventory Order, India - Move Icc
Permanent · Bengaluru
NIKE
Software Engineer ii – Move, Icc
Permanent · Bengaluru
Translated by
Nicola Mira
Published
Sep 3, 2019
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Kontoor revamps image of Lee, Wrangler, targets international markets, female clientèle

Translated by
Nicola Mira
Published
Sep 3, 2019

After revealing the results of the Kontoor group for the second quarter 2019, with revenue down 6% at constant exchange rates to $602 million, CEO Scott Baxter held a Q&A session with financial analysts, assessing the group’s quarterly performance and outlining its future strategies.


Lee’s new ‘Created in Kansas’ ad campaign featuring local celebrities - DR


The Kontoor group was created last May, when VF Corp. decided to give a separate dimension and a fresh impulse to its three denim brands, Wrangler, Lee and Rock & Republic. Wrangler is ahead of Lee sales-wise, while premium label Rock & Republic is the group’s outsider, and no mention was made of its future course.

Last June, Kontoor notably introduced a new, eco-friendly dyeing process called Indigood at its various production sites. Indigood doesn’t use water and cuts energy consumption and waste creation by 60% for each production lot, allowing the group to save up to 5.5 billion litres of water by 2020.


With Lee’s ‘Created in Kansas’ campaign, Kontoor is keen to show its brands have turned a corner - DR


Kontoor has also restructured its organisation. Lee’s offices have been moved from Kansas to the Wrangler headquarters in South Carolina. Lee’s Canadian subsidiary has closed, while the brand’s commercial divisions in the USA and Asia have been reorganised.

Womenswear is now one of the group’s development segments, and the launch of the Body Optix range in Spring/Summer 2018 has been deemed satisfactory. Since then, the brand sold 500 million units and, among others, it performed very well in China with premium retailers. China is indeed listed among the international markets the group is keen to expand in, and also launch in, since Wrangler isn't currently available in the country.


Wrangler too wants to target, among other segments, a young female clientèle - DR


Kontoor is planning to increase the number of collaborations with designers and artists in order to boost its brands’ visibility. Also, Lee and Wrangler will soon revamp their image with new advertising campaigns. In the meantime, Wrangler built on the success of the second version of the track by Lil Nas X, ‘Old Town Road’, featuring country singer Billy Ray Cyrus and a new clip. The track was a hit in the USA, notably topping Billboard’s charts for 16 consecutive weeks. The video contains an understated but effective product placement by Wrangler.

Kontoor suffered setbacks in various international markets. It therefore decided to leave Turkey and to stop selling its collections directly in Chile, Russia and Israel, choosing instead to collaborate with local distributors. The majority, 80%, of the group’s sales are currently generated in the USA, with the remaining 20% coming from overseas markets. The group is aiming for a more "appealing," "fashion" positioning on its domestic market, and to redeploy elsewhere, especially in Europe and Asia.

Copyright © 2021 FashionNetwork.com All rights reserved.