CARHARTT
A BRAND EXTENSION TO COMBAT DECLINING SALES
CLIFF NOTES
THE ASK:
Evolve Carhartt's existing product line to increase sales and further differentiate from competitors.
THE CHALLENGE:
The workwear category is becoming increasingly saturated and Carhartt is no longer standing out among the competition. The brand needs to find white space in the market to remain a category leader.
THE OPPORTUNITY:
Expand Carhartt's protection of consumers beyond apparel.
COMPETITION IS GAINING ON A CATEGORY LEADER
Founded in 1889, Carhartt is an American apparel company known for their workwear and mission of protecting hardworking people.
In the brand's 134 year history, Carhartt has managed to remain a category leader by continuously evolving their offerings to match the needs of their consumers. However, in recent years this market has become increasingly saturated, causing Carhartt sales to slip.
FOLLOWING IN THE FOUNDER'S FOOTSTEPS, OUR PROCESS STARTED WITH TALKING TO THE CONSUMERS DIRECTLY
First, we wanted to understand how Carhartt could increase sales, and what levers may be causing the decline. Through over 20 in-depth-interviews with Carhartt's core consumers, we were able to uncover two key problems to solve for:
Carhartt's products are incredibly durable, giving loyal consumers no reason to come back for more products
1
Consumers don't shop for Carhartt during warm weather seasons due to a lack of options
2
OPPORTUNITY
Carhartt's mission is to protect hard working people, however when it comes to skincare, they are coming up short.
Blue collar workers over index with a high prevalence of occupational skin diseases (64%)
"Acne, sunburns, blisters... they come along with the job. Our gloves and jackets can only do so much" (IDIs)
WHEN LOOKING AT THE CATEGORY, THERE IS UNTAPPED POTENTIAL
HARD WORK REQUIRES SOFT CARE
CARHARTT CAN INCREASE REPEAT CUSTOMERS AND OFF-SEASON SALES BY EXPANDING THE BRAND'S MISSION OF PROTECTION THROUGH MEN'S SKINCARE
INTRODUCING....
A daily skin moisturizer for men with 3 in 1 protection against the sun, dry skin, and acne
PARTNERING WITH AN EXPERT: BRICKELL
In order to bring this product to life, Carhartt will partner with a leading men's moisturizing brand: Brickell. The two brands embody similar identities and stand to benefit from reaching new audiences in new categories.
BRANDING + PRODUCT FEATURES
Despite the changing stigma surrounding men's skin care, we knew Carhartt consumers may have hesitation with this new direction from Carhartt. With this in mind we presented different iterations of packaging and naming to the target audience to land on something that excited them.
GETTING THE WORD OUT
Bundling for value + accessibility
Social media teasers
Product samples on the tags of popular products
In-store layout
HOW WE'LL TRACK THE LAUNCH
TEAM MEMBERS
Hannah Jackson (CBM)
Justin Zollar (CBM)
MY CONTRIBUTION
Category + Brand Audits
In-depth Interviews
Creative Concepting
Strategic Development
Project Management
Deck Flow + Presentation