Haggar Creative Strategy

University Coursework, Simulated Project

In One Word: Timeless

Key Insight: Quality, trustworthiness and durability aren’t fads that come and go with fashion trends, they’re rules to live by, and Haggar wrote all of them.

Haggar slacks have been walking the walk since before most pants were even born. Haggar built the foundation, from creating the first wrinkle-free slacks to being the first apparel company to advertise nationally in magazines. Years of experience don’t make Haggar old-school, they make them the expert. The brand’s principles didn’t fade away into the fashion history books, they became apparel commandments.

Haggar knows that style and comfort aren’t negotiable, they’re the keys to greatness. After all you don’t get to be #1 by messing around. The brand has experienced what it’s like to make history, and they know what it takes to get you there. Whatever you want to achieve, Haggar pants have been there, from your first day at a new job to winning an Olympic medal.

This strategy makes sense for Haggar because it sheds the brand’s old-school skin for a classic appeal. It relies on Haggar’s rich past and dedication to quality that has stood the test of time. These recommendations align Haggar as an American Heritage brand by emphasizing the durability and life of the brand while using those roots to inspire a current audience.

This brand direction appeals to a 21-35 male audience by assuring them that Haggar pants have experience taking on life’s big moments. According to the 2023 Mintel report on Men’s Clothing, younger men gravitate towards options that offer expertise, and they gain confidence from feeling well-dressed and comfortable. Young men also tend to view style as a means to get ahead. Through further research on men's fashion forums, a trend appeared - men are searching for specific pants that help them accomplish specific goals. This creative strategy will take that idea a step further, by aligning qualities the Haggar brand has with qualities men aspire to have.

Language for ads will include the tagline of “Be ___” and then a second line stating “Haggar is.” The imagery would feature men accomplishing things men typically aspire to do, from being a good boyfriend to slightly bigger goals like becoming a Sports Hall of Famer or even the President. By using copy that features the brand name and a present-tense verb, Haggar is positioning themselves as current and memorable.

A sample ad would include a shot of a man accomplishing great things wearing Haggar pants, and then secondary imagery showing off the Haggar brand. For example, an image of a man winning an award at work with the caption “Be a Winner” followed by an image of a Sports Hall of Famer wearing their Haggar jacket with the caption, “Haggar is.” Or an image of a man showing up to a date and giving his partner flowers with the caption “Be Reliable” and then a secondary shot showing off Haggar’s reliability whether that be through a fabric test or even showing a vintage wrinkle-free ad. This strategy brings Haggar’s timeless qualities to the top of the audience’s mind and gives them a deeper connection to the pants they’re buying.