Introducing product innovation with Weather Reactive eCommerce

Challenge
As Wrangler launched its own eCommerce channel, the brand sought to establish itself as a category leader in performance denim. With the introduction of innovative products like the ‘Ready Range’—including Rain Ready and Cold Ready jeans—Wrangler aimed to resonate with everyday adventurers seeking stylish, functional denim that transitions seamlessly between work, city life, and the outdoors. To achieve this, RetroFuzz needed to create a best-in-class digital experience that showcased Wrangler’s denim innovation and engaged customers across physical and digital touchpoints.

Discovery
RetroFuzz worked closely with Wrangler’s product team, drawing inspiration from the cutting-edge features of the Ready Range. These products exemplified Wrangler’s commitment to functionality and style, making it essential for the campaign to reflect the same innovative ethos.

Through collaborative workshops with advertising agency WeArePi, social PR agency Inkling, and eCommerce providers Hermes Nextec in Amsterdam, Munich, London, and Manchester, RetroFuzz developed a fully integrated campaign strategy. These sessions emphasised creating a cohesive, personalised digital experience to reconnect Wrangler with its customers in a fresh and impactful way.

‍

Approach
Recognising that Wrangler’s first above-the-line brand campaign in years required a bold and innovative approach, RetroFuzz employed cutting-edge technology to bridge the gap between digital and real-world experiences. The campaign strategy revolved around:

• Highlighting Wrangler’s denim innovation with engaging, product-focused storytelling.
• Personalising the user experience by integrating real-time environmental data into the eCommerce platform.
• Delivering consistent messaging across multiple customer touchpoints, ensuring a unified and compelling shopping journey.

The New Solution
RetroFuzz designed a dynamic digital experience that seamlessly connected user context with product relevance. Key innovations included:

• Location and Weather Integration: Real-time user location and live weather data were incorporated into the eCommerce platform. This contextual messaging dynamically highlighted the benefits of Rain Ready and Cold Ready jeans based on the user’s current environment, creating a highly personalized and engaging shopping experience.
• Integrated Campaign Delivery: A fully integrated digital campaign, developed in partnership with WeArePi and Inkling, ensured consistency across all channels—from advertising to social media to eCommerce.
• Immersive Product Presentation: The Ready Range was showcased through immersive storytelling and sleek, intuitive product pages designed to engage users and highlight Wrangler’s innovation in performance denim.

Results
The campaign successfully positioned Wrangler as a leader in performance denim, driving strong engagement and delivering measurable business outcomes:

• Increased Brand Engagement: Real-time contextual messaging resonated with customers, creating a memorable and relevant shopping experience.
• Enhanced Digital Visibility: The integrated campaign amplified Wrangler’s presence across digital and physical touchpoints, reconnecting the brand with its core audience.
• Improved eCommerce Performance: The innovative digital experience streamlined the shopping journey, making it easier for customers to discover and purchase Ready Range products.

Conclusion
Through innovative use of technology and a collaborative campaign approach, RetroFuzz helped Wrangler re-establish its leadership in the performance denim category. By delivering a cutting-edge digital experience that tied product innovation to real-world conditions, the campaign successfully reconnected Wrangler with its audience and elevated the brand’s presence in the market.

This project underscores the power of integration and personalisation in crafting impactful eCommerce campaigns that resonate with modern consumers. Wrangler’s commitment to innovation, combined with RetroFuzz’s expertise, created a shopping journey that was as dynamic and versatile as the products it showcased.

‍

‍