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CARHARTT

REPOSITIONING

CONTRIBUTION

 

Management:

Azra 

​

Public Relation:

Latoya and Helena

THE BUSINESS

CHALLENGE

COMPANY

BACKGROUND

Carhartt, Inc., is a U.S.-based clothing company founded in 1889 that focuses on work clothes. It is still a family-owned company, founded by Hamilton Carhart, with its headquarters in Dearborn, Michigan. The brand established itself as a major player in American workwear. 

 

Today, Carhartt clothing in the U.S. is commonly found on construction sites, farms, and ranches, among other job sites.

BUSINESS

CHALLENGE

We were tasked with repositioning Carhartt and introduce its fashion-focused Work in Progress (WIP) division to a larger US-based audience. Carhartt WIP has managed to build a position as a bedrock of contemporary style, founded on confident simplicity and functionality.

 

Amongst millennials in Europe, Carhartt WIP is perceived as cool, trendy, and practical. Carhartt's clothing was adapted to European sizes and habits and most of the stores are to be found in "high-rent" shopping spots in Europe. 

 

We were asked to bring its image in Europe in line with the US, where the company was originally founded. 

 

 

 

OSCAR'S CORE VALUES:

​

QUALITY

ENTREPRENEURSHIP

DETERMINATION

SELF-RESPECT

MARKETING

OBJECTIVES

Increase sales of the clothing line WIP in the U.S.

Increase awareness of the brand to a larger audience in the U.S.

​

RESEARCH

WHAT DO MILLENNIALS THINK OF

THE BRAND CARHARTT WIP IN EUROPE?  

“What I really like about Carhartt WIP is that it’s just a tough, accessible, well-designed product. It’s not a status thing. It’s not a fashion thing. It’s just good stuff-good quality.”

​

Source: Highsnobiety blog

"I love that Carhartt WIP can be used for anything. I can use the same jacket when hanging out with friends or when skateboarding."

​

Source: Instagram follower

RESEARCH 

MILLENNIALS AND BUYING HABITS

$600 billion

Millennials has an annual spending power of $600 billion and each member spends an estimated $85 per day.

 

 

Source: Business of Fashion

47%

47% of millennials reported shopping for clothing more than twice a month, compared with 36% of non-millennials. 

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Source: BCG

Quality products

​

​

Source: Forbes

​

 

Self-expression​

​

  • Millennials are into self-expression. A fellow successful millennial is a lot more likely to inspire them than someone from an older generation

  • Millennials want to pull together their own identity on their own terms. 

​

Source: Forbes

CARHARTT IN THE 80's 

- MIXED WITH THE HIP HOP CULTURE

The famous rapper Dr.Dre wearing Carhartt in his million-selling album

Carhartt was just another example for how everyday apparel can be mixed into the hip-hop game and result in something better than the original

 

In the late 1980's, crack dealers, who also spend a lot of time outdoors, discovered Carhartt.

 

"They needed to keep warm and they needed to carry a lot of stuff," said Steven J. Rapiel, the New York City salesman for Carhartt. "

 

Then the kids saw these guys on the street, and it became the hip thing to wear."

​

Source: New York Times

TARGET 

SEGMENT

FASHIONABLE MILLENNIALS​

Demographics

 

  • 21-35

  • In college or recent graduates

  • Live in urban and trendy environments

Psychographics

 

  • Identify themselves as urban dwellers

  • Encouraged to be themselves

  • Wants to express themselves

  • Interest in music, mostly hip hop

  • Impulsive and enjoys life

  • Interested in meeting new people and creating new experiences

Buying Patterns

 

  • Shops both online and in-store

  • Finds inspiration from bloggers and influencers

  • Impulsive shopping

  • Mixes expensive with affordable clothes

STRATEGIC

INSIGHT

When it comes to originality, Millennials are committed to brands who uses personalized experiences and an authentic approach. It is not only the key to capturing the attention of Millennials but also their trust.

STRATEGIC

APPROACH

To promote the Carhartt WIP to a millennial audience in the U.S., we saw it as an opportunity to use an influencer in order to improve marketing effectiveness and gain word-of-mouth publicity.

 

Having an influencer on our side will make it easier for WIP to reach a wider target audience base but also create an association with the brand. Recommendations from the influencer can help our brand earn the credibility it deserves and build brand equity in the U.S. 

 

Keeping Carhartt's hip hop history in mind and observing these once cliché trends such as Fila and Puma coming officially back to life- we wanted to use a rap artist to reposition Carhartt in the U.S. by letting city dwellers express their style and identity through WIP.

STRATEGIC

MESSAGE

Carhartt WIP lets you know that originality is not impossible,

even when everything seems to already have been done.

Just remember, no one is quite like you.

Carhartt wants you to be original.

CAMPAIGN: 

'from the hartt'

The campaign 'From the Hartt' offers Millennials an opportunity to express their individuality through WIP so they can feel free and confident to be their real selves.

​

WIP provide basic clothing that lends itself to a variety of trends so that the individual can turn our simple apparel into their own unique fashion.

influencer:

ACTION BRONSON

​​

  • Full name: Arian Asllani

  • Born in Flushing, Queens 

  • Albanian Muslim father and a Jewish New Yorker mother. 

  • Currently a rapper and a former respected gourmet chef.

1.1M Followers

467,867 Likes

314,400 Followers

Relevance:

 

  • Charismatic and a down-to-earth guy with a signature clothing style.

  • One of few celebrities to wear Carhartt WIP.

  • Large following both in Europe and in the U.S.

  • Most intriguing rappers to emerge on the scene in quite some time (by 3 years).

  • Appealing to both male and female demographic: started his own cooking show “Fuck That’s Delicious” cooking alongside food star Rachel Ray.

We selected the rapper Action Bronson to design a 'From the Hartt' WIP clothing line which will be featured in a lookbook on Carhartt's and Action Bronson's website. We want to leverage social media channels to increase visibility with the use of hashtag #FromtheHartt.

 

In addition, Action will hold an intimate concert in New York and appear in a pop-up event in Carhartt's only WIP store in SoHo, New York. The first 20 people to appear at the pop-up event will receive free tickets to the concert. Carhartt will create a digital video from the #FromTheHartt concert which will be promoted on social channels and through YouTube advertising. We wanted to use OOH placements in areas where there is a high concentration of the target segment. 

SAMPLE OF

CREATIVE WORK

ONLINE LOOKBOOK

Action Bronson will design a #FromtheHartt clothing line on www.Carhartt-wip.com

MEASUREMENT

OF SUCCESS

OUT OF HOME

 

  • Increased traffic to the website

  • Social media referrals

DIGITAL MEDIA

YouTube Video Views

  • YouTube video views

  • Impressions and reach

  • Likes, comments, and shares

  • Tweets and re-tweets

  • CTR and average time spent on website

  • Unique visitors to website

EVENTS

 

  • $ sold concert tickets

  • # of people at pop-up event

  • $ sales of clothing line

  • Increased traffic to the website

  • Social media referrals

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