The denim products have been launched on Tmall.com by global lifestyle apparel company Kontoor Brands.
Expanding into new markets is a key part of the company’s core strategies and priorities and China has been considered a key step forward for the brand highlighted President and Chief Executive Officer of Kontoor Brands, Scott Baxter.
Given the ever-changing consumer behaviours that have seen customers shift to online shopping, this collaboration with Tmall is a key move for the brand, ensuring that they can engage with the brand on more levels.
John Gearing, VP and GM at Kontoor Asia Pacific, commented: “We’ve reimagined the adventurous optimism of Wrangler’s cowboy spirit for the Chinese market, developing a brand platform designed to resonate with China’s youth and young at heart.
“We are building awareness and demand for the brand through our initial digital product offerings. In the coming months, we will accelerate our focus on creating engaging and innovative experiences.”
