Celebration of Wranglers’ 75th Anniversary through the Metaverse platform
how NFTs would be the new way to connect with more target audiences
As we step into 2022, the Metaverse and Non-fungible tokens (NFTs) are becoming more mainstream in many industries, from arts sports to fashion. Many big brands have leaped into these trends to attract more potential customers, build brand loyalty, or even open up new revenue streams. Since NFTs are irreplaceable and unique, some brands take this as an opportunity, so they release NFT collectibles for their target audiences. Therefore, in this blog post, I will be sharing an interesting brand that recently used NFTs as part of its marketing activities.
A bit of NFTs for those who are not familiar with them. Non-fungible tokens or NFTs are digital assets like bitcoin; however, NFTs are irreplaceable, which makes them unique. They can come in the form of collectibles, a music file, visual artwork, or even portraits of yourself; it is all about owning these works of art. Therefore, many brands use NFTs to connect with their target audiences and create new revenue streams.
One of the most popular denim brands, Wranglers, steps into the Metaverse and has recently announced Mr. Wrangler NFT collection, celebrating Wrangler’s 75th anniversary this year. Additionally, the brand has a partnership with longtime Wrangler fan yet Grammy Award winner, Leon Bridges, auctioning 75 digitally animated NFTs featuring a ghost model of one of the Bridges’ signature dance moves in February. Each NFT allows their collectors access to exclusive online content and communities, also a VIP pass to Bridges performance at New York Fashion Week in September. This truly merges the physical and digital worlds for their fans.
What is interesting for me about this news is that Wranglers perfectly combines fashion, music, and technology altogether by using the Metaverse platform. Moreover, I think it is a good idea for Wranglers of how they choose the way to connect with the Millennials or Gen Z. Since I believe that it can be a bit challenging for many iconic American brands, including Wranglers to stay connected to its heritage while reaching out to their potential customers such as the new generation, who might not have heard about their brands before. Thus, choosing to use NFTs potentially not only connects their brand to the younger generation but builds brand loyalty to longtime Wranglers fans as well.
