These brands appeal to the younger demographic and are known as the popular and premium brand of jean. These are the closest competitor because young adults see movie stars on TV wearing these popular jeans and believe that is they buy these jeans they can emulate there favorite athletes or actors. By gaining access and being known as a stylish and premium brand of jean the new line will appeal to the target market of …show more content…
The GWG brand has a fairly simple and traditional value proposition; this benefits the brand because the GWG jeans are remembered as an iconic symbol of the quintessential everyman’s working jeans and as a pioneer in the jeans industry. The favourable points of the GWG brand are specific qualities that are valued by consumers. The brand enjoys a long-standing reputation as one of the very first to enter the industry. These are customers that are loyal to the brand and can rely on the quality and comfort of the jeans, GWG is valued by the comfort, durability and the fact that customers can rely on brand. These points of parity have come about because GWG is known as the working men’s jean with the older demographic (40+) can always rely on GWG as producing a quality pair of jeans that they can go back to. As one 44 year old male said “GWGs are rough, rugged and a good fit. They’re are not fashionable, but can take more washings and last longer before tearing apart at the seams.”. This quote epitomizes what a GWG jean represents and this is the reason they still have favourable points of value. I think comparing them to a company such as Carharrt can benefit the brand. Both brands are known for being clothing that is used by the working man. I think that the resonating focus of GWG is that it is a brand that was around for both world wars and is a product