The new Wrangler isn’t new
Wrangler Europe is online with a new website to promote its Fall/Winter collection. Having worked on denim websites myself, I know I have a very critic approach to these kind of projects. To be honest, I like the idea of a video (catwalk style) presentation, but I miss a deeper level of content to find out more about the product.
I believe the use of video for denim presentation should be considered mandatory from now on. It should really represent the starting point, not the end of a street/fashion project.The Wrangler website looks nice, but also rather flat if you think about some other denim brands digital experiences launched in the last year or so.
Remember Jag Jeans and the idea of shooting your own photobook, or the Nudie Jeans fit guide which is already two years old now.
As said, I realize my evaluation is very unforgiving. Of course I have nothing against Wrangler, I’m just taking their website as an example, as I feel that with the current competition and expectations from consumers, brands should dare and invest “a bit” more in innovating in digital communication.
I recommend to check pages with woman legs and jeans. This is “moinid” - most interesting idea
of the month
At least they’re not like those crazy Levi’s ads with images from third world countries and wars. Does that make me want denim? No, the ads make me want to join the Peace Corps.