Strategy for Targeting Ba-Ling-Hou
Exploring New Market for Carhartt
Carhartt has been the leader of workwear in US for more than a hundred years. However, in order to acquire more customers and to rejuvenate the brand, it is crucial for Carhartt to target the younger generation.
The market of China is new to Carhartt. There is a good opportunity for Carhartt to refine the brand image with the same brand values in order to target to the younger generation who have strong purchasing power. Carhartt Work In Progress in Europe which targets the urban youth is a good reference for Carhartt in using similar strategy entering China.
