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.
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.