Ride ‘em cowboy! Wrangler is going back to its roots in its latest advert, majoring on the brand’s association with rodeo.

“Wear with Abandon,” features an inclusive range of cast members—from cowboy and female musicians, to Gen Z trendsetters and children playing on bikes—exemplify Wrangler’s wide-reaching appeal.
The campaign is intended to reflect “the adventurous optimism of the cowboy spirit, exemplifying the opportunities that arise when people take risks and choose to live with courage,” the brand said. Shot by American filmmaker and screenwriter Michael Lawrence, the images capture the “moment before” experiences that can define a lifetime.
“The Wear with Abandon campaign demonstrates the emotional reasons that rock stars, riders and everyday heroes around the world have identified with this iconic brand for more than 70 years, and marks the innovative rebirth of the cowboy spirit coming to life,” said Tom Waldron, Wrangler global brand president.
The campaign will be featured in U.S. print, digital, radio and broadcast channels, and will be introduced to other regions of the world in the coming months.
“We’re excited to build on our rich heritage of authenticity as we launch our new global advertising platform,” said Jenni Broyles, Wrangler vice president and general manager for North America. “As we adapt the campaign to local and regional markets around the world, we are also accelerating our focus on creating engaging, innovative experiences coupled with best-in- class apparel products for our consumers.”
Wrangler is taking a more global approach to its design and marketing. In May, Scott Baxter, president and CEO of Kontoor Brands, Wrangler’s parent company, confirmed the company’s focus on markets outside North America following the jeans segment split from VF Corp. “As we grow our new company, our key areas of focus will include aggressively growing our direct-to-consumer distribution and further expanding our global footprint,” he said.
The brand rolled out its New Icons collection earlier this year, marking the occasion with a London pop-up shop.

Purplebricks has spent £26.7m on marketing in the past year - that represents £382 per instruction.
The figures, revealed in the agency’s 2019 annual report, represent the firm’s marketing spend in the UK alone and does not include its activities in Canada, where it continues to trade, or in Australia or the US, where it has shut its doors.
The overall marketing spend in the UK in the most recent financial year (£26.7m) represents a 24.8% rise over the previous 12 months; the cost per instruction for 2019 (£382) is £50 more than the £332 reported in 2018.
According to a statement in the annual report from chief financial officer James Davies this surge in marketing costs “reflected an unsustainable level of marketing spend from several online competitors along with substantial reductions in commission from traditional firms necessitating a higher than normal level of communication of our value proposition in a shrinking market.”
He says overall marketing costs are expected to fall over the course of the full year 2020.
Elsewhere in the report, in a description of the Purplebricks business model, the company says: “Marketing has always been a central element of the Purplebricks strategy. We are committed to creating marketing programmes that engage with consumers to want to book a free valuation from Purplebricks and ensure that our messaging is clear and transparent. We work hard to develop and grow our brand and have made good progress, with our UK prompted brand awareness at 96%.”
It continues: “In [full year] 2019, we continued to evolve our ‘Commisery’ campaign focussing on the misery a person feels when they have paid significant commission and have got nothing more for it, taking the message further across more channels. Going forward, we will focus more on customer service outcomes to demonstrate greater social proof of our offering.”
The annual report relates to the period up to the end of April this year.
Since that time Purplebricks has ditched its ‘commisery’ advertisements - which started back in December 2016 - and now features the claim ‘You’ll be totally sold’.
Gemma Schmid, head of brand marketing and communications at Purplebricks, says: “The next stage of our growth is to champion the positive experience of our customers. If home-sellers have any doubts about the quality of our service, the testimony of our customers speaks for itself. Commisery has catapulted Purplebricks into the estate agency mainstream over the last three years and made us famous for challenging the outdated commission model.”It is also widely anticipated, as a result of an interview with the Press Association given by Purplebricks chief executive Vic Darley, that the agency will announce it is moving away from its fixed-fee model of £1,399 in London and £899 elsewhere.
The Marketing Director for Birds Eye, Steve Challouma, has been promoted to UK general manager, a role in which he will be responsible for all own-label business in the UK in addition to the Goodfella’s and Aunt Bessie’s brands.
He will report to Wayne Hudson who has served as the company’s managing director UK and Ireland for almost four years. Hudson has also been promoted, taking on accountability for Birds Eye’s Scandinavia-based Findus business.
Challouma has worked at Birds Eye 23 years, holding a number of roles both centrally and locally. He took on the top UK marketing role in March 2017 and in that time has played a key role in integrating the Aunt Bessie’s and Goodfella’s businesses following their acquisitions.
Speaking about Challouma’s appointment, Hudson says: “Steve holds infinite experience and understanding of our company and the frozen food market. Most recently he has played a key role in the integration of the Aunt Bessie’s and Goodfella’s businesses and this new role recognises the significant contribution he has made to the overall business.”
Challouma has helped overhaul Birds Eye’s marketing with a focus on both creativity and effectiveness. He was behind the decision to update Captain Birds Eye, as well as the get rid of the Aunt Bessie brand characters, Mabel and Margaret, following the acquisition last year.
“In the last two years, we have really shifted the dial in UK frozen foods with our distinctive brand campaigns, relaunch of our core icons and category leadership,” Challouma says.
“I am personally very passionate about the frozen foods category and its relevance for modern day lifestyles – and look forward to working to build on the successful turnaround and foundations that Wayne has led with the team over the last few years and to continue to realise its undoubted further potential for growth.”
Thomas Cook is launching a loyalty schem to help customers earn cash rewards on day-to-day spending on groceries or clothes to go towards their next holiday.
Rewards can be earned by spending with over 3,000 brands online through the Thomas Cook Rewards website and App, plus a small selection of retailers on the high street.
Labelled Thomas Cook Rewards, the new scheme is in partnership with loyalty specialist Gobsmack.
Rewards are tracked in an online wallet, or app and can be transferred to a Thomas Cook gift card ready to be used exclusively in a Thomas Cook store to pay for holidays.
Customers will be reminded in real time if they are making an online purchase that could earn them cash rewards.
"Times have changed and we want to offer our customers a rewards scheme which suits modern, everyday spending habits," said Stuart Boon, head of commercial at Thomas Cook Money.
"We may be rich in heritage, but we're also focused on finding new, innovative ways to keep customers at our heart and have the happiest holidays possible."
Paul Glen, commercial director at Gobsmack, added: "Through relevant offers, personalised communications and tangible financial value, the scheme is poised to drive deeper customer engagement with the Thomas Cook brand." 
One of the UK's fastest-growing car supermarket chains has outlined plans to expand into the North West by launching a 1,000-strong site in a former Homebase store.
The Trade Centre Group is set to add its sixth outlet before the end of the year, opening in Rochdale on Sandbrook Park.
It has also purchased a nearby ex-franchised dealership site to facilitate logistics and a customer care suite.
The company currently operates five car supermarkets, including three in South Wales and two in the West Midlands.
Chairman and founder Mark Bailey said: "The opening of our first outlet in the North West is strategically significant as we ready the business to expand across the UK.
"If you put the pin in the map for a perfect North West location from which to retail cars you couldn't do better than being placed right at the gateway to Rochdale with superb accessibility for value-driven car shoppers in towns across the region, we are delighted to be developing the site."
Andy Coulthurst, chief executive of the Trade Centre Group, added: "As a Rochdale lad myself, I am massively excited that we have been able to bring our unique concept to the town and I know that the store will be a huge success.
"We are armed with a record marketing budget to play out across TV, radio, digital, outdoor and print, ensuring that we are a household name in the North West within weeks of opening."
The group – which has already begun recruiting more than 100 staff – was founded by Mark Bailey and is 100 per cent owned by the Bailey family. Turnover has increased from £77m in 2015 to £257m in 2018.
A £16m upgrading project has been completed by delivery giant Hermes at its Midlands 'super hub' in Rugby.
The company has significantly boosted its capacity for the upcoming peak season after completing the construction of a third sortation tier at its fully-automated base.
The project has enhanced existing output by 40% with the capability to process 1.35 million parcels each day.
Located at the Rugby Gateway, the 270,000 sq ft hub officially opened in August 2017 featuring two original sortation tiers.
The £31m development, the most substantial investment in Hermes’ history to date, remains the biggest of its kind in Europe.
The installation of the high specification sortation tier has taken place over the past 12 months, overseen by the company’s in house engineering team who ensured that the hub has remained fully operational.
Martijn de Lange, chief executive of Hermes UK, said: "For the last few years we have witnessed double-digit growth due to our commitment to invest in our world-class network and infrastructure, our innovative fleet and our industry-leading portfolio of services solutions.
"In addition, our in-house engineering team is constantly optimising our equipment to ensure it is best in class and we will soon be introducing further automation to support our returns process in the coming months.
"Last year, we enjoyed our most effective and busiest peak season to date, whilst, at the same time, achieving record service levels and I’m absolutely confident the third sortation tier in Rugby will put us in the strongest possible position to further support the retail industry over the coming years."
As if cats didn’t get enough attention on the internet already, supermarket ASDA has decided that its Christmas campaign push will involve a cat star and is crowdsourcing the feline.
The role will reportedly see the cat display their wide-ranging personality, from grumpy and sullen to jubilant and joyous.
Eilidh Macaskill, Vice President of Creative and Media at ASDA, said:We want to make this Christmas the most extra special Christmas yet, so we’re pulling out all the stops to ensure we bring a little magic to screens, with the help of Mr Grumbles.
There are no particulars when it comes to what type of cat ASDA are looking for the role of Mr (or Mrs) Grumbles is open to all cats and cat owners have been inundating ASDA with their pitches of pictures of kitties via social media.
Auditions began last week in Harrogate, Yorkshire, where dozens of festive felines queued up with their humans to give stardom a shot.
Irish Whiskey brand Jameson has created a replica of its Dublin-based experience, which has been transported to the LX Factory in Lisbon, Portugal, where the world tour will commence this month.
Throughout September, visitors to the pop-up will be able to learn more about Jameson’s history, heritage, production process and taste profile, with experiences led by brand ambassadors.
The Jameson Village will offer guests a selection of interactive experiences and live entertainment, including bartender masterclasses, a tattoo studio and a barbershop.
Each tour will last 30 minutes and will include the opportunity to sample a selection of Jameson cocktails and beer pairings at the Jameson Bar either before or after the tour.
In the Jameson store, exclusive products and merchandise will be on sale, and guests can take home a personalised Jameson Distillery Edition bottle – the first time that a distillery-exclusive bottle will have been made available outside of the Jameson Distillery Bow St in Dublin, and the Midleton site.
Simon Fay, business acceleration director at Irish Distillers, said: “For years, we have welcomed Irish whiskey fans from around the world to our brand homes in Dublin and Cork to engage with our whiskeys through unique shared experiences.
“Now, we are incredibly excited to show Bow St, the spiritual home of Jameson, to the world.
“Innovation is central to everything we do at Irish Distillers, so we are thrilled to bring our home on tour using shipping containers to transport and house our Bow St Experience around the globe.”
Recently, charity organisation Oxfam announced a war on fast fashion with its Second-hand September campaign.

Today’s shoppers are trending towards a more discerning and eco-friendly form of purchasing and while some retailers are going with the flow, there is still a large desire for a retail sugar rush by promoting disposable or fast fashion.
Oxfam wants Second hand September to become an institution, indeed, the charity would love to see second-hand shopping become the norm all year round.
And the signs are looking very positive that this campaign might have seized the zeitgeist.
According to online retailer, last month, UK shoppers searched the keyword “second-hand’ over 100,000 times.
The news forms part of a global study of shopping behavior and in particular how often countries search for “second-hand”, “resale” and other derivatives.
The US searched almost one million times a month for “thrift shops”, Germany came second with 338,640 unique searches and France and Italy placed fifth and sixth respectively with 42,560 and 34,110 monthly searches for ‘second-hand”, so could this be a tipping point for charity shopping and in particular indicate where the salvation of the high street might lie?
Sustainable shopping may not be the most loved initiative for fashion retailers from a business perspective, but they should be prepared to support and advocate for any sustainable business practices in order to appeal to the growing environmentally-conscious market.
Oxfam sustainable fashion expert Fee Gilfeather said:“The damage of fast fashion is far reaching – from extensive use of water in production to poor pay and conditions for workers,” she said.
“The carbon emissions from new clothing bought in the UK every month are greater than the emissions from flying around the world 900 times.
“The industry needs to change and second-hand retail is just one way that consumers can use their shopping behaviour to make a difference to the 11 million garments that go to UK landfill every week.”
More retailers are realising that their sustainable actions are having a direct effect on their reputation and brand image as more consumers make environmentally conscious shopping decisions.
An example of this is Burberry’s new eco-friendly range made using regenerated fishing nets, fabric scraps & industrial plastic launched last month.
Meanwhile, second-hand retailers are expanding – growing 21 times faster than the wider retail market over the past three years, according to research complied by GlobalData for online retailer Thredup.
Gilfeather said second-hand shopping was a “great way to shop sustainably”.
“We hope that by taking the challenge to break the cycle of buying new clothes for just one month, people who do second-hand September will be able to review their shopping habits and make more sustainable choices in future.”
Resale clothing or charity store shopping may have once been frowned upon, but with consumer attitudes shifting, there is no longer a stigma to buy second-hand items.
Trends such as #OOOTD (Old Outfit Of The Day), where social media users post a picture of their look styled, vintage and excess stock finds, are constantly gaining in popularity and savvy shoppers are constantly trawling Depop and Ebay for vintage and cost-friendly items.
But there will always be a need for new. Underwear and socks for example do not feature in the second-hand offering, so clothing manufacturers need to address the types of textiles they choose and try to extend its durability.
Oxfam is certainly on the right path, but all retailers need to look at what triggers the new generation of shoppers to buy clothes in order to ensure their own durability.

Euro Food Brands (EFB), the £117m-turnover food company has demerged and sold its illy coffee division distribution business to its parent company, illycaffè SpA.
Euro Food Brands' deal with illycaffè will allow the company to directly manage its UK distribution operations.
Euro Food Brands has been Illycaffè’s UK distributor for over 25 years and EFB will continue to manage the supply of all retail and ecommerce retail customers on illycaffè's behalf.
The Italian firm will now directly manage its UK distribution operations, signalling its intention “to keep on investing in the United Kingdom, despite Brexit uncertainties.”
Massimiliano Pogliani, CEO of illycaffè said: “We evaluated this move carefully, and decided it was now time to further develop this strategic market by strengthening our focus and efforts there.
“By internalising the distribution, we will be able to directly steer the development of the Illy brand and grow the relationships we have with our UK customers.
“We will keep investing in the UK market in order to really boost our presence there.
“I would like to take this opportunity to warmly thank Euro Food Brands, which has been distributing Illy products during the last 25 years, significantly contributing to the success of our brand in the United Kingdom.”

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