Wrangler Reorganizes Women’s and Men’s Businesses to Fuel Growth
To help seize a greater share, Wrangler recently appointed a dedicated general manager for the women’s business and is investing in areas of product development, design, merchandising and marketing.
本条来自 WWD（Luxury / Fashion），聚焦 brand、consumer。 Wrangler Reorganizes Women’s and Men’s Businesses to Fuel Growth
To help seize a greater share, Wrangler recently appointed a dedicated general manager for the women’s business and is investing in areas of product development, design, merchandising and marketing
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To help seize a greater share, Wrangler recently appointed a dedicated general manager for the women’s business and is investing in areas of product development, design, merchandising and marketing
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Wrangler Reorganizes Women’s and Men’s Businesses to Fuel Growth
By
Angela Velasquez
Angela Velasquez
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Wrangler Reorganizes Women’s and Men’s Businesses to Fuel Growth
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As Kontoor Brands sheds its Lee business, the Greensboro, N.C.-based company is sharpening its focus on Wrangler .
Wrangler ’s global revenue increased approximately 3 percent on a reported basis during the first half of 2026. Growth was largely driven by new opportunities in the women’s category , direct-to-consumer, and non-denim categories. However, the heritage denim brand is not losing sight of its cowboy identity.
In Q2 2026, as measured by Circana, Wrangler drove over 100 basis points of share gains in the core bottoms business. Its Western business posted low-double-digit revenue growth in the first half and product highlights from the quarter included the launch of Toughlite Cowboy Cut jeans engineered to weigh 20 percent lighter than the traditional heavyweight denim used by the brand.
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During the company’ Q2 earnings call last week, Scott Baxter, Kontoor Brands chief executive officer and chairman of the board of directors, described Wrangler as its “balance grower,” adding that while it’s crucial to accelerate growth in women’s, direct-to-consumer and adjacent non-denim categories, it’s imperative to “protect and drive our core male bottoms business, which is foundational to the brand and our economic engine.”
Going forward, he said, the company will operate its women’s and men’s businesses separately—not only to give the men’s business the autonomy it needs, but also to sharpen its focus, investment and growth strategy for the women’s category.
He noted that women’s accounts for 10 percent of Wrangler’s revenue despite women comprising over half of the U.S. denim market. To help seize a greater share, Wrangler recently appointed a dedicated general manager for the women’s business (Jamie Fason VP, general manager of Wrangler Female) and is investing in areas of product development, design, merchandising and marketing.
While Wrangler continues to gain wholesale partners—including Lowe’s Home Improvement—translating the brand’s heritage to company-owned physical stores is another priority.
Building on the success of Wrangler’s full-price store in the Stockyards of Fort Worth, Texas, Baxter said the brand is beginning to develop a focused “retail fleet in the heartland of Wrangler country.”
This includes two locations in Texas that Wrangler secured during the quarter. Both are slated to open in early 2027. “We will test, learn and scale our full-price DTC opportunity as we establish a true omnichannel brand experience for the Wrangler consumer while also investing to supercharge our digital business through improved capabilities in AI, site experience and an expanded loyalty program,” he said.
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本条目归入「Brand Marketing」垂直，涉及真实话题：brand、consumer。
· 市场：关注 brand、consumer 对相关品类与竞争格局的潜在影响。
· 消费者：受众行为与偏好变化值得追踪。
· 品牌：本动向对品牌资产建设的启示。
· 渠道：内容分发与触点组合（社媒 / 电商 / 线下）的协同值得复盘。
· 核心话题：brand、consumer。
· 可思考：如何把「brand」的洞察，转化为可衡量的内容与增长动作？
面试中可引用「Wrangler Reorganizes Women’s and Men’s Businesses to Fuel Growth」：围绕 brand、consumer，说明你对行业动向的判断与可落地动作。
本条目相关英文术语可在「商务英语」模块按话题检索，用于外企面试表达训练。
Denim Brand Still Here Opens West Village Boutique…
He noted that women’s accounts for 10 percent of Wrangler’s revenue despite women comprising over half of the U.S. denim market. To help seize a greater share, Wrangler recently ap…
Wrangler ’s global revenue increased approximately 3 percent on a reported basis during the first half of 2026. Growth was largely driven by new opportunities in the women’s catego…