Duluth Women’s

Brand StrategyPositioningTVVideoDigitalSocialCatalog

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To build on the success of Duluth Trading Company’s men’s brand we took a different, but equally innovative, approach to Duluth Women’s. We needed to connect with hardworking women who craft, make, and rely on their own two hands to get the job done—off-the-clock or on. Whether they’re doing hands-on hobbies, or audaciously ambitious projects, Duluth’s innovative, tough workwear is up to the challenge.

Our Wayforgers campaign for Duluth reflected the range of those women who aren’t taking the road less traveled, but forging their own: from potters to ranchers to tattoo artists to dirtbikers. Along the way, it won over the many wayforging women who were looking for a brand that understands who they are and provides the apparel they need for their iconoclastic pursuits.

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RELATIONSHIP / RESULTS

Planet has been working with Duluth Trading Company for 11 years, and creating work for the Women’s brand since 2013. What began as a $35 million division has grown to nearly $200 million in yearly revenue as of 2020.

Duluth Women Wayforgers Social

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