haggar

Case Study

haggar

The Challenge:

Haggar Clothing Co. is an iconic manufacturer of men’s apparel. Since its beginnings in a one-room office in Dallas, Texas in 1926, Haggar Clothing Co. has grown from a manufacturer of men’s fine dress pants and slacks, into one of the most recognized and original apparel brands in the market. Haggar coined the term “slacks” in 1938, and quickly built a name for itself among a generation. As the brand evolved, the leadership at Haggar recognized the importance of building brand awareness and loyalty among Gen Y and the Millennials without disenfranchising loyal baby boomer customers.

Haggar turned to The Marketing Zen with the following goals:

  • Build awareness among the target audience
  • Create a strong social presence for Haggar by building a digital footprint worthy of the company’s historic legacy
  • Tell the Haggar story and increase awareness of the company’s heritage

the strategy

Created and launched a social strategy to highlight the company and its historyBuilt and managed relationships with retailers, influencers, and the media to drive visibility and revenue for the brand.
Provided customer support across digital platformsLeveraged relationships with partners such as the Pro Football Hall of Fame and the Hockey Hall of Fame to increase Haggar’s reach by engaging fans through custom content and contests.

the results

Built fan base on Facebook from 0 to 40,000

Increased Twitter mentions and reach by 450%

Haggar Clothing Co. today commands the #1 market position in men’s dress pants in the United States, as well as the #2 share in men’s casual pants

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