The Market Monitor Minding the Nation's Business
Story and photos by Alvin I. Dacanay
For many denim-lovers, the mere mention of the name “Wrangler” suggests ideas of independence, freedom and adventure, as well as images of wide, open spaces. It also suggests style, durability and comfort—just three of the many qualities that have endeared the enduring American clothing brand to Filipinos for more than four decades now.
Now, Filipino motorcycle riders are offered the chance to live the Wrangler life—exploring less-traveled roads in comfortable, durable and stylish shirts and jeans, if only for a couple of days—through an Asia-Pacific-wide digital competition called True Wanderer, which the company says “aims to create a community of adventurers by engaging Filipino riders and empowering them in their journeys” and “celebrates the bold souls who always seek unlimited possibilities through new places and experiences.”
“Wrangler has always been about going off the beaten path and conquering new ground. True Wanderer is our way of communicating our brand’s core as we inspire riders to get out there and discover their free spirit on the open road,” Wrangler Philippines President Daisy Go said in a statement.
Open to Filipino riders
At the launch of True Wanderer at the URBN Bar & Kitchen in Bonifacio Global City, Taguig City, on March 11, it was revealed that the competition is open to all Filipino riders who can send entries showing previously taken biking photos that are accompanied by an explanation on why they should be selected as the True Wanderer.
Go said entries can be submitted between March 19 and April 16, and that, on April 17, 10 rider-entrants, selected by a panel of bike experts and travel enthusiasts, would be declared as the finalists.
She added that, at the end of May, the finalists would embark on an all-expense-paid, five-day journey in selected areas in the country while riding their motorbikes and wearing key Wrangler apparel.
The contest’s main venue will be the True Wanderer microsite (www.wranglertruewanderer.com), where its followers can also take part in each contestant’s journey. The microsite will serve as a travel diary, in which each contestant’s experiences will be documented through a mixture of words, photos and videos.
One winner will be proclaimed at the end of the contest and receive a brand new KTM Duke 390 motorbike and P100,000 worth of Wrangler products. He—or she—will also represent the country in the regional competition, where he—or she— will go head to head with other True Wanderer winners in the Asia-Pacific.
Impressive numbers
The launch of True Wanderer is part of Wrangler Philippines’ celebration of the very impressive numbers it reached in the country—the brand’s third-largest market in the region, according to Go—in the last five years: 18 awards from Wrangler Asia-Pacific, in categories that include Best in Marketing, Best Product, Best in Sales Growth, Best Store, Best in Visual Merchandising and Country of the Year; more than 1 million pairs of jeans sold; and 220 stores in department stores and 15 boutique shops nationwide.
The launch also saw the introduction of Wrangler’s newest product lines. The first is its collection of men’s underwear, which, the company says in a separate statement, “is made for tough service and benefits from the same superior craftsmanship and eye for detail that the brand applies to all of its products.”
The second is the company’s men’s non-denim line, called Timbercreek, which “infuses ingenious technology with ease-care style” and boast of khakis produced with “wonderful fabric technology” that makes them “lighter and breathable,” as well as very suitable for wearing in the Philippines’ humid climate.
For more details about True Wanderer, visit www.wranglertruewanderer.com. For updates, follow Wrangler on Facebook, Twitter and Instagram: WranglerPH.