Haggar Creative Strategy

Since 1928, Haggar has been providing durable, comfortable, and stylish men’s apparel that has stood the test of time. Suiting iconic figures from Arnold Palmer, to Mickey Mantle, as well as being the first to sponsor the US Olympics team, Haggar has left their imprint on establishing American excellence. This is why today Haggar is speaking to a new generation. A generation of men who admire the heritage that is found in our apparel, but are also ready to embrace leaving their own unique mark on history. 

This brand embraces the fact that our clothes can be found in your grandpa’s closet. It proves that Haggar’s clothing has been worn for generations and may resonate as the next vintage look for young adults. Haggar can merge its old-school idealism with its practice of creating eco-friendly clothing to create a unique spin that resonates with Millennial audiences.  While Haggar moves to a younger generation, they’re not leaving the past behind, which’ll allow them to retain both their older and younger audiences. 

While brands like Vineyard Vines and Tommy Hilfiger have redefined high-end clothing for a younger generation, Haggar will redefine premium clothing with an emphasis on durability and resourcefulness. Think about the type of pants worn for blue-collar jobs, that emphasize reliability and functionality. Haggar will capitalize on the growing trend of Millennials wearing work-site clothing as a style, and use this tactic for marketing their khaki pants which have a history of being worn by construction workers. 

When it comes to Haggar’s dress wear such as suits, dress shirts, sweaters, they’ll go in the vintage and classic direction when marketing these clothing items to a younger audience. They’ll do this with an emphasis on the men in the past who wore their clothing such as Lyndon B. Johnson, Arnold Palmer, and Mickey Mantle. Speaking to a generation of Millenials who want to emulate the masculinity of these figures from the past while still retaining their own distinctive identity. 

Risk: 

Going in this direction could possibly hurt the partnership that Haggar has with discount retail stores such as JCPenney and Kohl’s, as they try to dive into the competitive landscape of heritage brands. Also Haggar could possibly lose loyal customers who only buy their clothing because it’s cheap and convenient, and don’t care much about brand storytelling.