Established in 1830, Woolrich runs the oldest, continuously operating woolen mill in the US. While their core customers are aging rapidly, a younger, more urban customer has discovered an affinity for the brand. When Blaze was brought on to help with brand strategy, we wanted to ensure the DNA of the company was threaded throughout the creative work as a way to resonate with both longtime customers and their younger counterparts.
Blaze provided Woolrich with creative direction for a major website overhaul, a catalog redesign and email marketing assistance. Blaze’s efforts with their email program more than doubled the number of emails going out while cutting unsubscribe rates in half. We also played a part in developing a content calendar for key seasonal sales, informing content across channels, including priority products and key messaging.
Throughout the course of our multi-year relationship with Woolrich, we helped define their branded voice, touching on everything from details like hangtags and labels to overarching concepts such as the tagline, “Woven True.”