Case study

Wrangler


Perfect Fit

VM Principles | Policy Manual | VM Skills Coaching
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Ensuring the perfect VM fit

Like denim itself, our best practice VM principles for Wrangler have stood the test of time—its legacy is still being built in the Wrangler store opened in Santiago, Chile—one of the latest generation—some 15 years later.

Originally developed for Wrangler European Trade Marketing Team, our highly engaging visual merchandising manual and VM Retailer Support Toolkit were designed to ‘cut through’ and improve VM skills and competence among Partner Stores/Stockists. The objective: enable Wrangler to present the brand with credibility and authority at retail, without the need to employ its own staff.

The combined Product Information and Visual Merchandising Support Retailer Toolkit was intended to working as ‘hand in hand’ with a new Corner Concept retail design that was installed by Wrangler in high profile retail locations. Crucially, the VM Toolkit was developed to also work with older Wrangler shopfits and external retail concepts – establishing a consistency of presentation methodology, practice and standards, regardless of store environment.

We approached the development of the VM Manual with a laser focus – simplify content, avoid the need for multiple country translation and make it accessible for younger store team audiences. All supported by a two-day practical VM Workshop to embed the new tools and build capability around VM principles contained within them. Perfect for store teams at all levels and experience; the high quality, popular and engaging VM support materials helped Wrangler to deepen key trade marketing relationships and deliver instore execution with renewed credibility and authority. The results of which can still be seen today.

You can read our Store Review of Wrangler Santiago, here.

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