Carhartt WIP to address all its customer segments
In the last few years, Carhartt WIP has established itself as a certainty in streetwear fashion. The European fashion offshoot of the US workwear brand has expanded its own-store network, and also increased its presence in multi-brand stores.
Whether in skateboarding shops, department stores, hip-hop stalls or premium streetwear stores, it is almost impossible to avoid stumbling across the stylised C.
This kind of success is also a challenge for the brand's creative teams. They must in fact provide, under the same umbrella, a consistency between accessibility for some customers, and directional style for others. For Autumn-Winter 2016-17, the Work in Progress teams have devoted their energies to this. There is no major change on the horizon, though new logos are on their way. Items inspired by military style will feature a green logo, while a new WIP logo has also been created.
However, much in-depth effort was put in the structuring of the range. "We used to have a different designation for each type of trousers. So that customers can find their way around the products more easily, we have suppressed many names, explained Johan Kinder, sales director for France. We have reduced the number of lines. On the other hand, each cut is developed in three or four materials." The same methodical approach was applied to the shirt range. The way it is now structured allows for a consistent selection of products to be featured for each price range. Thus the brand has created items priced at €59, €65, €75, €85 and €109, meeting the expectations of different types of customer.
This collection work is enhanced in the course of the year by style collaborations. Carhartt has notably worked on textile and creative projects with architecture-inspired British skateboarding brand Isle, and Scandinavian bicycle manufacturer Pelago.
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