Wrangler to conquer the Chinese market

The owners of cult brand Wrangler have announced they’re entering the fastest growing and promising market in the world.

Kontoor Brands, Inc., which owns several well-known brands under which casual wear is produced, announced the famous Wrangler brand’s launch for the Chinese market. The company expressed an interest in developing China back in 2019, as soon as it gained VF Corporation independence. And now, the first steps taken to do so have been revealed.

“One of Kontoor’s main strategic priorities is to enter new markets and regions.” The launch of our iconic Wrangler brand in China, one of the fastest-growing consumer markets in the world, is a critical step in that direction,” said Scott Baxter, president, and CEO of Kontoor Brands. 

Wrangler’s continued globalization illustrates Kontoor’s commitment to accelerating its growth through new distribution channels and geographic regions. The brand’s products are now available on Tmall, one of the largest marketplaces in China. The product launch was announced at Intersect, a multi-day consumer event.

Kontoor hopes that Wrangler, with its adventurous cowboy spirit optimism, will appeal to Chinese youth, as well as all young-at-heart consumers, regardless of their age. The company soon plans to develop and launch various innovative solutions that will allow them to promote the brand’s clothing, which is considered one of the best in its class.

Photo credit: Depositphotos.