DESIGNER

Dmitri Meyer

PROFILE/DESCRIPTION

Carhartt is an apparel company founded by Hamilton Carhartt in 1889, known for their selection of heavy duty workwear including jackets, overalls, vests, shirts and jeans. Carhartt employs 5,500 employees making it a middle of the road size apparel brand. Carharts first company slogan was “Honest value for an honest dollar”. This shows the company's commitment to the workers who choose to purchase Carhartt to deliver a reliable and tough product. The campaign for Carhartt will be displayed in San Joaquin county, this county was chosen for its high level of midscale income households around the income of $40,000. This demographic suits the mission of Carhartt to sell reliable and durable clothing because the households with lower income will need a more reliable clothing option to last longer to avoid the need to repeatedly buy new clothing. 

Brand Advantages: Quality, Premium fabrics

Brand Attributes: Durable, fireproof, long lasting

Brand experience: Freedom, Powerful

GOALS

The goal of this campaign is to show the diversity of the Carhartt product and to show and associate Carhartt with manual labor and outdoor expiration. This will show how reliable and durable the product is and demonstrate the worthwhile investment of purchasing the product.