Central Marketing Group president Pichai Chirathivat, right, and popular young actor Ananda Everingham, centre, participate in a press conference yesterday to launch Wrangler’s biggest-ever jeans contest.

Wrangler is fighting economic difficulties to maintain its top-three position in the local jeans market by launching its biggest-ever contest at the end of this month.

"We plan to roll out more exciting campaigns for the rest of the year, starting with our biggest-ever jeans contest, called 'Wrangler ... Build Your Own Identity Contest'. These will contribute to growth of 10-15 per cent in the second half," Central Marketing Group president Pichai Chirathivat said yesterday.

"Despite the economic slow-down and decline in consumption, Wrangler enjoyed satisfactory growth of 10 per cent over the first five months, due to a stream of marketing campaigns.

"Wrangler is one of our oldest brands. We've held the local licence from the beginning after setting up the company, or about 57 years ago. Wrangler is also the jean brand that is really recognised by teenagers today."

Wrangler has about 20 per cent of the Bt6-billion local jeans market, of which about 80 per cent of the buyers are teens. Almost 70 per cent of jeans-wearers are males.

The company has 150 Wrangler sales counters in leading department stores and shopping malls and four Wrangler standard shops in major cities, including Chiang Mai and Hua Hin. In Bangkok, outlets are located in Central Pinklao, Fashion Island Ram-Indra and Imperial Samrong.

The contest was designed for university students and general office-workers to participate and show off their capabilities and creativity.

The campaign will allow jeans lovers to exchange ideas about making jeans look cool and reflect their own unique identities and styles.

In October, the trendiest and coolest pair of jeans will win Bt30,000 in cash, together with an imported pair of jeans.

The latest Wrangler 111 MWZ Limited Edition, designed exclusively for the campaign, is on sale through September for Bt990.

"The competition in the local jeans market is quite tough at the moment, particularly among the top brands," Pichai added.

Kwanchai  Rungfapaisarn

The Nation