Mustang Jeans trots into stores - Apparel Merchandising Supplement

Discount Store News, Sept 5, 1994

The Horizon Group is galloping into the denim market with the Mustang Jeans collection for men. The division of Haggar apparel Co. is injecting mass market shoppers with witty, to-the-point advertisements promoting the program in national magazines and on outdoor boards. Haggar has owned the Mustang trademark since 1938, but it has only begun to actively push the label in the last year.

"The Mustang Jeans line was created for the fashion-conscious male who has been looking for a better product in the mass market," says Milton Hickman, senior vice president of Horizon Group. The jeans, fashioned of 14 3/4-oz. denim, are crafted from left-handed twill fabric, which Hickman says provides an extremely soft hand that is not typically found on mass market floors. Positioned at the top of the mass price ladder (retail $20 to $25), the jeans will be distributed to such venues as Target, Bradlees and Venture and to smaller regional chains.

The print ad campaign pulls no punches as it zeroes in on the mass shoppers' emphasis on quality and value. The jeans wear a lifetime guarantee, with the ads wryly telling the consumers: "The guarantee won't expire till you do."