Carhartt's Brand Media Manager, Brendan Lokes, discusses the strategic rationale behind their partnership with Snapchat and Bitmoji to launch a digital workwear collection. This episode highlights how a heritage brand can successfully expand into the digital realm by listening to customer demand and translating core brand values into virtual experiences, ultimately connecting with a younger, digitally native audience and reinforcing brand affinity.
Key takeaways
Carhartt’s move into digital workwear was driven by existing customer demand and a desire to meet them in digital spaces, not just a top-down marketing initiative.
Translate core brand values (e.g., durability, authenticity) into virtual products by focusing on design and how digital items allow users to express brand affinity.
Leverage digital expansion to complement traditional marketing efforts, reaching younger demographics and building brand visibility with future customers.
Utilize platforms like Snapchat and Bitmoji to build brand affinity with younger audiences who may not yet be traditional customers, introducing them to the brand's heritage in a relevant context.
In episode 368 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Brendan Lokes, brand media manager at Carhartt, a manufacturer of premium clothing and workwear known for exceptional durability, comfort, quality and fit. Lokes discusses why Carhartt has formed a partnership with Snapchat and Bitmoji (0:48), how the brand listened to customer demand for Carhartt…
Carhartt’s move into digital workwear was driven by existing customer demand and a desire to meet them in digital spaces, not just a top-down marketing initiative.
What does this episode say about dtc strategy?
Translate core brand values (e.g., durability, authenticity) into virtual products by focusing on design and how digital items allow users to express brand affinity.
What does this episode say about retail & omnichannel?
Leverage digital expansion to complement traditional marketing efforts, reaching younger demographics and building brand visibility with future customers.
What does this episode say about brand & content?
Utilize platforms like Snapchat and Bitmoji to build brand affinity with younger audiences who may not yet be traditional customers, introducing them to the brand's heritage in a relevant context.
