SUMMARY
Riders was a thriving brand in the discount channel enjoying repeated annual growth, with the majority of its sales coming from its men's line. However, to more efficently manage VF's brand protfolio and ensure that this discount denim brands, Riders and Wrangler, did not continue to cannibalize each other, it was decided that Riders would be repositioned to become the dominant female brand in the discount channel. To begin developing a brand relationship between Riders and our skeptical female target, we had to establish a connection with he by demonstrating that we understood what's important to her. Riders, "They Fit Everthing About You", message was embraced by women resulting in an increase in sales for Riders(+37%) and VF's discount channel brands (+18%)
