Woolrich - "America Lives in Woolrich"
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America Lives in WoolrichWhile I was researching the brand to pitch their business, I learned that Woolrich, PA was an actual city where they first located their mills. As I dug deeper, I discovered that they made George Washington’s clothes, blankets for the civil war soldiers, even Admiral Byrd’s apparel when he went to the North Pole. It made me realize that Woolrich didn't grow up in America. America actually grew up around Woolrich. That naturally led to their current line and positioning “America Lives in Woolrich.” It works as well nationally as it does regionally and as a trade campaign to buyers. For the uniform business, I adapted the line to “America Works in Woolrich.” |
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