We’re going to look at the typical customers we would expect to see shopping at Wrangler. First, you’ll see a customer profile describing different features and characteristics of a common Wrangler shopper.
Customer Profile:
Demographic Information
- Age: Between 18-55 – Wrangler appeals to a broad age range from young adults to older adults seeking classic denim.
- Gender: Both males and females wear Wrangler, though historically slightly more popular with men; the brand is expanding women’s offerings.
- Location: Urban, suburban, and rural customers – denim and Western wear appeal nationwide and internationally.
- Education: No specific education requirement – appeal is based on lifestyle and clothing needs.
Psychographic Information
- Interests & Hobbies: Fans of Western lifestyle, outdoor activities, ranching, rodeo culture, and everyday casual wear. Wrangler’s heritage resonates with people who value rugged style and practicality.
Behavioral Information
- Online Behavior: Wrangler shoppers use social media, online reviews, and brand promotions to research denim fits, styles, and collaborations (e.g., Wrangler x Yellowstone).
Objections & Concerns
- Potential Barriers: Some customers may hesitate due to price or concerns about durability when purchased online without trying on first.
Quotes & Real-Life Examples
- Customer Quote: “I wear Wrangler because it’s durable and feels like part of American Western heritage.”
Customer Persona:
- Name: Jake
- Age: 30
- Occupation: Construction worker by day, weekend rodeo participant and outdoor enthusiast.
- Goals: Stay comfortable and stylish while working hard and pursuing hobbies like trail riding, camping, and local rodeos.
- Challenges: Balancing his budget between everyday workwear and quality clothing that lasts.
- Personality: Dependable, practical, and rugged – Jake takes pride in his work and appreciates honest, durable clothing that fits his lifestyle.
- Shopping Behavior: Prefers durable denim and functional clothing; he checks reviews and sometimes buys online but often visits department stores or western retailers to try on fits first.
- Brand Connection: Jake chooses Wrangler because of its long history of quality, authentic American denim that fits both his work needs and weekend lifestyle.
Sources:
Who Wears Wrangler Jeans? | 5 Unexpected Consumer Insights
Wrangler Marketing Mix: Heritage-Driven Global Positioning – Latterly.org
Wrangler Jeans® Official Website | Jeans For Men, Jeans For Women