Case study

Bringing robust results back into workwear

Workwear Group

Hard Yakka and King Gee are iconic Australian workwear brands, but with the emergence of new options on the racks and confusion at retail level they were fast becoming one of many: they were no longer the brands of choice for their target markets, needing to become relevant and top of mind once again.

Workwear Group’s CEO was faced with some tough calls and engaged Brand Council to undertake a review of the portfolio, which began with a re-evaluation of the market and consumer, review of the individual brands and the construction of the brand architecture and strategy for growth.

In-depth consultation and engagement (staff, customers & consumers) led to the development of the brand architecture, strategy and purpose that would give each brand a very clear role, and further led to updating the positioning, development of brand idea and re-launch campaigns.

Following the internal launch, staff engagement has dramatically improved with greater clarity around the Hard Yakka and King Gee brands and their unique roles within the WWG portfolio. 

In-depth consultation and engagement (staff, customers & consumers) led to the development of the brand architecture, strategy and purpose that would give each brand a very clear role, and further led to updating the positioning, development of brand idea and re-launch campaigns.

Following the internal launch, staff engagement has dramatically improved with greater clarity around the Hard Yakka and King Gee brands and their unique roles within the WWG portfolio. 

Hard Yakka and King Gee now have very clear roles and positioning, distributors are more supportive, and clients are happier. This has resulted in increased product and service innovation, expanded distribution, and significant sales and profit growth.

Three years on and sales are up 55%. Bunnings have tripled sales, and TWW have grown 80%. – get exact figures from John and Doug

Credits: Oliver Devaris and Graham Johnson for HY and KG campaigns

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