How Carhartt made the brand trend among business owners

We also needed to reach a different business audience with varying roles and responsibilities. The decision to purchase uniforms could be led by several different roles and departments from procurement to HR, business owners and presidents to even safety directors, financial officers and more. With a wide potential of industries that could utilize Carhartt uniforms, we needed to narrow our focus to where we felt we could have the most impact. We also needed to learn what decision-makers cared most about when it came to a uniform program. What messaging would help us to grow awareness of Carhartt’s uniform offerings and resonate with decision-makers so they wouldn’t opt for cheaper options.

Strategy and insights

We conducted research to help uncover key criteria and sentiment regarding uniforms, including a quantitative study, social listening, review of third-party industry data and key stakeholder interviews.

We discovered that across various industries, company size and decision maker roles, there was much more alignment than expected on the top product factors for choosing the right uniform — quality, durability, comfort and fit. And there was wide agreement on the human benefits as well—that crews perform better when they feel valued, safe, protected, and have the right gear for the job. In fact, most even agreed that having the right uniform could increase loyalty and strengthen retention, as well as impact the success of their business.

Concept

We used these insights to develop our overarching strategy idea that Carhartt’s uniform experience is a difference-maker because we’re built for business success. Our uniforms could help decision-makers and business owners show they value the success of their workforce. Wearing Carhartt uniforms signals success by showcasing the professionalism of their business. And our uniforms prepare businesses for success by offering the products their crews need to perform their jobs best.

We leaned into this idea of success as we developed our campaign platform: “More Than a Uniform,” positioning Carhartt as not only the best workwear, but also a competitive business advantage. Other, less expensive brands might be content to offer jackets, shirts, pants, gloves, hats, etc. But we were offering something unique. More than a jacket, it’s a 130-year legacy of innovation. More than a t-shirt, it’s a way to make the world’s toughest jobs more manageable. More than an embroidered “C”, it’s a badge of pride for crews and customers. More than workwear, it’s a sign of appreciation, a tool to boost retention, and a key to unlocking performance. Because it’s more than a uniform, it’s a Carhartt.

Activation

We deployed our new messaging across a range of segments and omnichannel tactics spanning video, rich media, website, trade show, display and social. We rolled out More Than a Uniform at CONEXPO where our booth visuals and video encouraged attendees to “Discover what makes us more than a uniform.” Our website was updated to showcase our MTAU messaging. We showcased how with our “Brand your Gear” offering, where you can add your company’s logo to Carhartt apparel. It’s more than a uniform because it’s uniquely your uniform.

We created a media plan focused on three key industries — Construction, Home Services and Transportation — and identified display advertising through Google, LinkedIn, YouTube and programmatic as our best platforms to target the decision makers we wanted to reach. We also deployed banner ads and eblasts with site direct partners. Collateral pieces were designed and updated to offer industry insights on relevant topics like heat safety and high-visibility workwear, to show that CCG is a partner to your business’s success – more than just a uniform provider. And recently we just completed two new customer testimonials to further showcase, from real business owners and employees, why they believe Carhartt is more than a uniform.

Results

All told, the combined efforts of sales and marketing have resulted in an incredible +95% increase in revenue, and 149% increase in sales in just 10 months. Not only are we driving awareness and sales, but we are also trending toward a 4X ROI over the next three years, supporting double-digit business growth plans.

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