Wrangler moves to reconnect as new rivals arrive

According to Ross Chan, regional marketing manager, Asia Pacific Jeanswear Licensing for Lee/Wrangler, consumers can "discover and rediscover the brand" through the site which pushes the brand's core values. Wrangler has recently faced increased competition from newer, more fashion-oriented jeans brands such as Diesel.

"Our key message with the relaunch is to attract a younger group with a clean, subtle and simple approach but at the same time reassuring our long-time loyal consumers that the tradition and heritage of the Wrangler brand still hold strong," said Chan.

The site, developed by Lemon, is split into four sections, with each looking at an aspect of the brand including its history and heritage, information on products, details of retailers and also links to contact the brand directly.