Under the direction of former Versace marketing chief Stephen Croncota, Haggar Clothing has abandoned its previous youth-themed ad strategy and is acknowledging that Haggar is a brand for average,
middle-aged men who don't care about the latest fashion trends.
Ads breaking this week on TV, print and online feature ordinary-looking men between the ages of 30 and 45 in lighthearted
situations. One pretends to advise on "throwing your daughter's boyfriend out the window," cautioning that if doing so, a man should wear a pair of Haggar pants with a Flexible Waistband.
The new marketing will focus on quality, promoting Haggar's "unbreakable" buttons, seams and zippers, and bigger, unrippable pockets. As part of the campaign's anti-fashion theme, Haggar is financing
a segment on a Fox Sports Network reality show. Eight older models, dressed in Haggar duds, will be pitted against each other in oddball challenges, such as a medieval-style joust on lawn mowers.
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