Wrangler will be launched in China in the first quarter of 2020. The go-to-market strategy will focus on digital, launching with a large digital partner. Wrangler’s wholesale revenue in the US declined three per cent in the third quarter. The brand’s US wholesale performance was flat year to date but revenue is expected to improve in the fourth quarter.
Wrangler and Lee are a part of Kontoor Brands. The fashion-forward Wrangler Heritage collection with modern styling pays tribute to the brand’s authentic western legacy. Customization laser technology is used to personalize the product. This technology allows the brand, or in the future its retail partners, to elevate the consumer experience through both customized design and heightened convenience. Asia and specifically China will be a focal point for international expansion overall. Lee’s revenue increased eight per cent constant currency in China during the third quarter, including a 10 per cent comp store increase, as it continues to leverage 20-plus years of business as a leading premium lifestyle brand in the region. Category extensions, which include expanding further into tops, outerwear and accessories, are being pursued aggressively for Lee and Wrangler. In addition, channel evolution, which includes taking both brands into select new points of wholesale distribution and direct-to-consumer, with a sharp focus on digital, will be undertaken.