Duluth Targets 'Highly Capable' Women

With its women's business fueling recent growth, Duluth Trading Company and longtime AOR Planet Propaganda are launching the clothing brand's first integrated brand push for its women's apparel line.

The "Highly Capable" creative is designed to acknowledge multi-faceted women who can be teachers, lumberjacks, ranchers and biologists, all while wearing "capable" clothing. 

Sample the creative here.

In addition to a :30-second spot, there are two :15-second clips, including one  aimed at plus-size audiences to raise awareness that popular styles are now available in extended sizes.

The media buy includes these videos running online across HGTV properties and paid social, along with a OOH and digital push. 

Duluth has spent $13.88 million on advertising during the first six months of this year, according to Kantar Media. Last year's ad budget was $41.73 million. The company’s line of women’s products is currently outpacing the growth of other segments of Duluth’s business, with 37% year-over-year growth and more than $100 million in revenue.



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