More than a touch of Jeanious

By Mr Robin Michael Dilley

From the late 1950's and through the "swinging sixties," young people wore jeans and played loud rock and roll music as an act of rebellion against the established norms. The fashion gurus of the time rarely acknowledged the existence of products made from denim fabric. As a result, they seldom appeared in articles written by the fashion influencers of the time. Before Brutus, Levi's and Wrangler entered the fray in the 1970's, fashion brand advertising in the UK had also been low key. The period from 1975 to 1991 heralded an explosion of extensive marketing activity and burst of creative output from Wrangler and Levi's that the media often referred to as "The Jeans War". Subsequent accounts by academics and advertising executives, have tended to be mostly from the perspective the advertising agencies involved. The key decisions made in the marketing departments of the brands involved, have remained largely undocumented. Robin Dilley was the senior marketing and communications manager at Wrangler during the whole of this time. His amusing "warts and all," behind the scenes account, covers not only a client's perspective of the development of all the creative and effective advertising campaigns but also illustrates the important role played by the Wrangler in house team in the brand development process. In conjunction with other outside agencies, they commissioned extensive market and marketing research and developed extremely effective public relations and sales promotion campaigns. Using some of the best up and coming photographers and models of the period, Robin Dilley, and other members of his team, art directed studio and outdoor sessions that produced ground-breaking photographic imagery for use in PR and point of sale material. Ensuring a successful outcome involved encouraging lots of talented people to work together to increase sales, raise awareness, and positively change trade and consumer attitudes to Wrangler jeans and jeans related products. The narrative surrounding this "golden age" of Jeans Marketing, is set against a background of the complex social history and political turmoil of the period. This includes the problems created by industrial action in the UK, "The Troubles" in Northern Ireland, the "Cold War" in Europe, the Falklands War, hostilities in Libya and the impact, and fall, of the Berlin Wall. It is a compelling and informative read.

• Format: Paperback
• Language: English
• ISBN: B0BYLVMQCJ
• ISBN13: 9798356381126
• Release Date: March 2023
• Publisher: Independently published
• Length: 590 Pages
• Dimensions: 10.0" x 1.3" x 7.0"