New Marketing Opportunity Project

For my final project in FTM 385: Fashion and the Consumer, I worked with a group of four other students to develop a new marketing opportunity for an existing brand. Our project focused on Wrangler and proposed an expansion into a western-inspired athleisure line. This line was designed to be versatile enough for everyday wear while also meeting the functional needs of activities such as farm work or hunting. By incorporating moisture-wicking fabrics, durable materials, and technical patterns, our concept bridges the gap between performance apparel and authentic western lifestyle wear, staying true to Wrangler’s brand identity while also addressing an unmet consumer need.